We discovered a video that was produced in 2006 by Partners + Napier for Kodak. The video was played at a conference in California before CEO Antonio Perez spoke about the company's digital transformation. It was an edgy marketing tool shared with employees and shareholders. This week Kodak announced it was getting out of the camera business that it invented.
"They never really put their heart and soul into developing this segment," said Mark Zupan, Dean and Professor at The University of Rochester's Simon School of Business. "So, other companies over took them." Zupan says Kodak spent over $4 billion to develop this market, but made little profit in the past few years. The decision will save the company $100 million. As many as 400 people could lose their jobs including 120 here in Rochester. Zupan thinks the company, that once employed over 60-thousand people in Rochester, will continue to shrink. "It's always easy to second guess in hindsight, but it's still a lost opportunity," said Zupan.
Watch Kodak marketing video here: Partners + Napier