Kodak's Long Fade to Black

Kodak Brownie and Instamatic cameras were once staples of family vacations and holidays — remember the "open me first" Christmas ad campaigns? But it may not be long before a generation of Americans grows up without ever having laid hands on a Kodak product. That's a huge comedown for a brand that was once as globally familiar as Coca-Cola.

It's hard to think of a company whose onetime dominance of a market has been so thoroughly obliterated by new technology. Family snapshots? They're almost exclusively digital now, and only a tiny fraction ever get printed on paper.

Eastman Kodak engineers invented the digital camera in 1975; but now that you can point and click with a cheap cellphone, even the stand-alone digital camera is becoming an endangered species on the consumer electronics veld. The last spool of yellow-boxed Kodachrome rolled out the door of a Mexican factory in 2009. Paul Simon composed his hymn to Kodachrome in 1973, but his camera of choice, according to the lyrics, was a Nikon.

It's not uncommon for great companies to be humbled by what the Austrian economist Joseph Schumpeter called the forces of "creative destruction." Technology, especially digital technology, has been the most potent whirlwind sweeping away old markets and old strategies for many decades. Changing economics and global competition have reduced behemoths of the past, such as General Motors, into mice of the present.

Kodak's decline is of a different order from GM's. The latter still manufactures a product with a huge market demand; it just got sloppy and inefficient at turning out its cars and trucks. That's why the federal government, not to mention GM's unions and other stakeholders, thought a dramatic restructuring might put it back on its feet. (That it was a central player in an industry employing hundreds of thousands of Americans was part of the calculus too.)

Kodak, however, markets a process technology; and as the chemistry of film has yielded to digital electronics, consumer demand for Kodak's traditional products has evaporated. A similar transition afflicts newspapers, book publishers, movie studios, broadcasters and record labels today, but the issues for those industries are different yet.

Their business models are under pressure because they're dependent on outdated distribution technologies; but their core products (information, entertainment) are still very much in demand.

So Kodak has faced a tougher challenge than automakers or content producers. Still, it has met the challenge ham-handedly. This is characteristic of companies that have enjoyed what one might think of as success on a tragic scale.

by Michael Hiltzick, LA Times |  Read more:
Photo: Gary Wiepert, Reuters