11
ADAPTATION
Adapting to Environmental and Life Cycle Changes
When one of Kodak’s engineers invented the first digital camera in 1975, the senior executives responded with: “That’s cute—but don’t tell anyone about it.” And, for six years, Kodak ignored digital photography. In 1981, the company’s market research group looked at the core technologies and likely adoption curves around silver halide film versus digital photography. The results of the study produced both bad news and good news. The bad news was that digital photography had the potential capability to replace Kodak’s established film business. The good news was that it would take roughly ...
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