When the market changes, new technologies and new behaviours demand new business strategies and innovative ways of thinking. Kodak was one of the original pioneers of digital photography, our ageing creative director remembers their huge digital SLRs fondly, but they failed to keep up with competitors' advances in technology.
When we think of Kodak, we think of a packet of holiday snaps handed over the counter at the chemist and the excitement of looking through them, so it's easy to understand why Kodak decided to shift their focus to self-service printers; before falling behind in that market too.
Kodak have now filed for bankruptcy. Perhaps if they'd been forward thinking and innovative enough to recreate the excitement of physical photos in a manner befitting the digital age, Kodak might have survived. It's a sad end of an era.