Kodak: How Kodak couldn't evolve with time and failed? The American technology company, Kodak, was built on the culture of innovation and change in 1888. The company was invented and marketed by George Eastmen who was a former bank clerk from New York. At that time, it used to be a simple box camera, loaded with 100-exposure roll of film. Kodak held a dominant position in photographic film in its time. Its tagline "Kodak Moments" was so famous that it was used for promoting events. Marketing Strategy of Kodak The real genius of founder Eastman lied in his marketing strategy. He launched an advertising campaign which featured children and women operating the camera with a slogan, "You press the button, we do the rest." In 1935, produced the first mass-market color film in 16 and 8mm. Kodak owned the film market with 90% market share in 1970s. Created the first digital camera in 1975. How Kodak Failed? The first digital camera was designed by a Kodak engineer, Steve Sasson in 1975. It was a filmless photography at that time so they didn't want to threaten their film business so didn't do the marketing of the Digital camera. Whereas, other digital companies like Sony, Nikon, Fujifilm took the full advantage of the situation. Source: Athota, V.S. (2021). Lessons from Failures. In: Mind over Matter and Artificial Intelligence. Palgrave Macmillan, Singapore. a. Discuss TWO (2) reasons why Kodak Companies' innovations fail. (10 marks) b. Why market research is important for Kodak company? (15 marks)