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BUS 302 – Assignments and Rubrics

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BUS 302 Student Version 1128 (1195 9-11-2012) Final

Page 7 of 17

Assignment 1: Kodak and Fujifilm

Due Week 4 and worth 300 points

Access articles about the history, business approaches, management, and marketing of Eastman Kodak

and Fujifilm. Eastman Kodak has been a developer and pioneer of photographic films for over 130 years.

Although it invented the digital camera, the company was unprepared for the rapid changes in new

technologies and filed for bankruptcy protection in January 2012. Fujifilm, a Japanese competitor, on the

other hand, has been successful in the U.S. and global markets.

Write a six to eight (6-8) page paper in which you:

1. Describe the history and core business of each company.

2. Compare and contrast the approach to management that each company has pursued in order to

embrace innovation.

3. Determine what other management differences have impacted the relative success of Kodak and

Fujifilm. Provide specific examples to support your response.

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differential from competition in business

4. Evaluate each company’s approach to ethics and social responsibility and the impact those

approaches have had on each company’s profitability....