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COURSEWORK FOR CONTEMPORARY STRATEGIC MANAGEMENT

TITLE- THE BALANCE OF PLANNED AND EMERGENT APPROACHES TO STRATEGIC MANAGEMENT IN THE CASE OF EASTMAN KODAK : MEETING THE DIGITAL CHALLENGE

MODULE LEADER- DR HANS SCHLAPPA

MODULE- CONTEMPORARY STRATEGIC MANAGEMENT

DEGREE- MSc in BUSINESS PSYCHOLOGY

AUTHOR- SIRIWAN DARARATTANAROJ

STUDENT NUMBER- 09249400

SUBMISSION DATE - 22/11/2010

THE WORD LIMIT FOR THIS COURSEWORK IS 1500 WORDS
THE NUMBER OF WORDS USED IN THIS COURSEWORK SUBMISSION IS 1515 The purpose of this essay is to assess the balance of planned and emergent approaches that Eastman Kodak applied to strategic management in the digital challenge which Kodak uniquely developed and patented …show more content…

Subsequently to emergent strategy development, the capability to manage the two strategy development process will be declared. CEO of Kodak, Antonio Perez, responses to company’ s goals to transform from conventional photography to digital photography by reallocation of resources for example, cutting 25,000 employees and two-third Manufacturing capacity to stop its loss. When its planned strategy to become a leader in digital images by trying to launch all of related range of products and expand to business which be outside its core provided too little commitment, it gave rise of an incremental approach by creating coherence among its digital imaging projects. Kodak could utilize its brand strength and huge distribution system to offer hybrid solutions, while using the time and its cash flow from film to invest in the resources and capabilities for digital imaging. The challenge of renewing Kodak’s resource and capability base was not only limited to technology but also embraced production processes, design, and different sources of value. For uncertain and complex condition which occurred during transformation, Perez realizes the dynamic and complex of Kodak’s business position, one of evidences was that he judged digital cameras as a dinosaurs that cannot evolve as fast as the environment around them. The digital imaging market was faced to high competition,