Friday, 29 ? Oct - 04
University of Bristol
Engineering Management Group
PS2: MANAGING INNOVATION
Exam Paper (May- June 05 - Date to be confirmed later)
Part 2: CASE STUDY
(Kodak)
Note:
The examination will be in two parts. Part 1 will comprise a set of multiple-choice questions
designed to check your understanding of all of the lectures material. Part 2 will concern this case
study, with the examination paper including a set of questions about it.
The case study describes a situation, which you need to research further and resolve. In preparation
for the examination, you should analyse this case study and relate it to the lectures so that you arrive
at the examination with an understanding of how you might proceed.
CASE STUDY
Kodak, based in Rochester, New York, where it pioneered the use of photographic film 100
years ago, has been facing weak profits and job cuts as it struggles to turn round its
business.
Wednesday, 21 June, 2000, 11:26 GMT 12:26 UK
Kodak looks to digital salvation by BBC News Online's Steve Schifferes
The world's most famous film company is hoping that the digital film revolution will come to its rescue.
Dan Carp, Kodak's chief executive, told BBC News Online that he was "very frustrated" by the low share price for
his company which is trading at around 10 times earnings despite five quarters of record profits.
"There is no question that digital imaging is going to expand the use of photography and make it more user
friendly," he explained to News Online during a whirlwind tour of Europe.
"What's holding us back is some scepticism that the digital revolution is yet to be finalised," he said.
Fresh investment
Mr Carp told the BBC that the company would invest two-thirds ...