Kodak Thin body Transformation Fast Company future unspeakable optimism

Chengye invention, this sentence is enough to sum up Kodak's hundred years experience. New technology to start, halfway, Japanese companies using the digital technology Kodak invented corners overtaking. Eventually, Kodak relied on the sale of more than 1100 digital imaging patents to get reborn. CFP pictures in Wednesday, the U.S. court approved Kodak's bankruptcy program, which means Kodak will become a normal company, the Kodak hundred years old shop signs to preserve. The Kodak fans, who believe in Kodak and who are concerned about its fate, will "keep this Moment" (Kodak Classic advertising language). has more than 130 years of history, and once in the traditional film market to create a legendary Kodak, due to miss the digital tide and was abandoned by the market, and in January 2012 to apply for bankruptcy protection. After more than a year of the arm to survive, Kodak finally can ease the gas, out of bankruptcy edge. In the eyes of the business community, from the brilliant fall, to the brink of bankruptcy, and then to the arm to survive, Kodak through the bumpy road, is an enterprise how to carry out the classic case of strategic management. Chinese enterprises should strengthen the strategic management of enterprises through this case. Innovation on the shelf in the Japanese corner overtaking the global business community was shocked when the "yellow Giant" Kodak, which was saddled with $6.75 billion trillion in debt, filed for bankruptcy protection in January 2012. Kodak is the true century-old shop, the legendary company founded in 1881, in more than 100 years, and constantly create the world's stunning products, including film, cassette camera, film color film, color film, digital cameras and so on. As a Big Mac company, the film business to Kodak's profit is also amazing, at its peak, Kodak annual profit of more than 10 billion U.S. dollars. However, the tragedy of the extreme and decline, or the occurrence of Kodak. And the Kodak to the Abyss, but Kodak himself invented the digital camera. 1975, Kodak invented digital cameras, creating the era of digital cameras, 1997, Kodak launched the world's first million-megapixel commercial digital camera. Kodak in the invention of digital cameras, but still infatuated with the traditional film market to bring huge profits, there is no incentive to leather their own lives. But Japanese manufacturers have vigorously developed digital camera business, the successful realization of the curve overtaking. Auto CEO Qingeo told our correspondent, "Kodak is a 6.5.html" > a new traditional company, but for enterprises, not only to be able to innovate, but also to make innovation landing, otherwise just castles in the castle. Kodak's previous success, is to make the real landing of innovation, Kodak's fall, but also because the innovation on the shelf. "2001 has become a turning point in the image industry, from the beginning of this year, the digital camera market blowout, the traditional film market began to suffer devastating blows." Facing the irreversible digital tide, Kodak has been hesitant, not willing to give up the traditional film market. By the end of 2002, Kodak's product digitization rate was only about 25%, compared with rival Fuji, which has reached 60%. 2004, Kodak began to appear losses. Despite 2005, Perez (Antonioperez) was appointed Kodak CEO, determined to the Kodakinto the digital age. But at this point, the Japanese manufacturers have established a monopoly in the field of digital, the market did not give Kodak left too many opportunities. By the time he filed for bankruptcy protection early last year, Kodak had been saddled with nearly 7 billion dollars in debt. Analysis: Bo cover Consulting partner Gao Jianfeng said that when faced with the film is about to be completely replaced by digital technology, Kodak will be eliminated, the transition is too large, it will cause the company to lose the cash flow on the survival. Kodak has been wavering in these two directions, thus missing the best transition opportunity. Thin body self-help big company transformation Fast Company in early 2012 filed for bankruptcy protection, Kodak's self-help measures relative to the previous transformation, to be much more. Kodak arm to survive, for their own to survive the space. In December 2012, Kodak agreed to sell its more than 1100 digital imaging patents for 525 million U.S. dollars, a key step in ending its bankruptcy liquidation process. However, the 525 million-dollar price, compared with the previous Kodak consultants estimated 2 billion U.S. dollars a lot less. However, in order to deal with the situation of financial tension, Kodak had to reluctantly. This April, Kodak sold a film and print business to the UK pension fund at a price of 650 million dollars, partly to offset the 2.8 billion dollar claim made by the UK pension fund to Kodak. In addition to the sale of patents and business, Kodak also actively seek the financing of the consortium. In early June, Kodak reached a 895 million-dollar financing deal with JPMorgan, Bank of America and Barclays, and in late June, Kodak announced that it would apply to the court for a 406 million dollar share issue right after exiting the bankruptcy protection process. Analysis: Rui, a professor of business school at Renmin University, said Kodak in the past year a series of sales of assets, reducing the business of slimming measures, a clean and clean, not to drag the feet, for Kodak's rebirth to win as much time and as much cash as possible, which for Kodak to apply for a break from bankruptcy protection created conditions. "From this perspective, Kodak has changed the previous big company disease, become a fast Company." "An overview of the future," said Guofan, a senior researcher at the CIC, who interviewed South reporters, although Kodak in the new market will still face canon, HP, such as the Big Mac competition, Kodak can gain a competitive advantage in this field is difficult to assert, but Kodak through a series of slimming measures, at least for their own to win the opportunity to breathe. Xu Yunjian, partner of Greater China, also said that Kodak from the perspective of competition strategy, the choice of commercial graphics and text image market as the direction of transformation is based on scientific strategic analysis. Reporter Gao Lingyun