An Overview of Marketing Myopia(Kodak)

Marketing Myopia:

What Went Wrong at Kodak?

CONTENTS

SUMMARY

INTRODUCTION

Chapter 1: An overview of Marketing Myopia

1.1 Marketing Myopia

Chapter 2: Marketing Myopia in Kodak

2.1 Historical Context & Timeline

2.2 Kodak’s Performance Today

2.3 How Kodak Missed the Information Age

2.4 Extreme Times call for Extreme Measures

2.5 The adoption of a new strategy

2.6 Conclusion

ABSTRACTS

SUMMARY

This assignment focuses on Marketing Myopia. The theoretical background is based on Theodore Levitt paper, which describes the myopia in marketing. In this essay, I will analyze the case study of Kodak, which is a recent example of Marketing Myopia.

INTRODUCTION

Since the term marketing myopia was introduced in 1960 (Levitt, 1960), it has captured the imaginations of marketers who have used the concept to predict, analyze and explain the rise and fall of businesses. Even today, nearly half a century on, the idea that a narrow view of core business can ultimately be a death sentence for enterprise is a useful and effective lens through which to view success and failure in the manufacturing and service industries.

At the beginning of this assignment an overview of Marketing Myopia is introduced. Moreover, some examples of Myopia are included so as to encourage this phenomenon.

On the second chapter, the case study of Kodak is presented. First of all, Kodak’s timeline and present performance are included in order to provide company’s background. Then, it is analyzed why Eastman Kodak had several serious counts of corporate failure on the part of Kodak’s strategic decisions. In addition, there are clear explanations as to why the incorrect path has contributed to the firms’ current business challenges.

The final topic integrates the previous four by providing an insight into how Kodak has managed to survive despite such imprudent corporate decisions and how it can use the time to reconsider a number of the...