Fuji Photo Film Company had an inauspicious beginning. It was divested from Japan’s first cinematic film manufacturer in the 1930s because it was a chronic underperformer. Over the years, it improved its poor reputation for quality, became a significant global firm, and began to take on giants such as Eastman Kodak in film and film processing. The market for amateur and professional chemical-based photographic processes hadn’t really changed in over a hundred years, meaning that competition tended to devolve around distribution rather than products, and Fuji struggled to break into markets in which Kodak was entrenched. There were many innovations, to be sure—including roll film, 35-millimeter film, easy-to-load ...
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