Mini case study Kodak 2

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Reinier van der Plank

The Kodak Moment has passed: A case study on the Adaptive Cycle of Change

Organization: Kodak

Author: Nils Martens

Course: (V)ODC 2013/2014

Keywords: mini case study


Eastman Kodak has shaped the world of analogue photography and even though the first digital camera came from their hands the company has now left the photography business for the printing business. This short case study provides an insight in the events that shaped the change this company went through. The Adaptive Cycle of Change is based on the theory that organizations a constantly moving between exploitation, conservation, release and reorganization.

In the case of Eastman Kodak there were actually two instances of release that formed the company to its present shape. An engineer initiated the first release, however the company did not acted on this agent of disturbance. The second instance of release was the emergence of digital photography, this agent of disturbance forced the company to release and reorganize in order to avoid bankruptcy. In this phase of reorganization the company made a transition from photography as the main business to the ancillary business of printing solutions. This has ensures that the company was able to survive the disturbance and adapt to the impulses from the environment.


Reinier van der Plank