Kodak was in a difficult moment, it was summer 94 and 30 percent of its film market was slipping away into the hands of Fuji Photo. After 5 restructuring efforts and cutting 40,000 jobs the remaining 90,000 employees were keeping their resumes up to date.
Kodak's own research indicated that digital imaging would continue to grow, chipping away at the film market until 20 years out, an estimated 80 percent of pictures taken worldwide would at least be influenced by digital technology.
Kodak's approach was to position itself as a company that was "in the picture business, not the film business". There were two men to watch in Kodak's future:
a)CEO George M.C. Fisher- had put Motorola back on top, and brought to Rochester the less than reassuring awareness that while Fuji's inroads were a real and immediate problem, the war for the future would be fought against the Sonys, the Hewlett-Packards and the Microsofts.
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