Eastman Kodak Company: Tall Tales campaign

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties.

Eastman Kodak Company: Tall Tales campaign

Susan Steiner

OVERVIEW

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was up against strong competition, and it also faced rapidly changing new technology. In trying to keep up, Kodak had ventured unsuccessfully outside its core market of imaging, which for Kodak included photography, digital imaging, color management systems, and image and document storage systems. In this digital age most consumers were unaware that Kodak had digital products; rather, Kodak was seen...

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