Business 599 Assignment 3

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Business 599: Strategic Management

A New Strategy for Kodak

1. Establish five (5) key objectives for Eastman Kodak that encompasses the operational, financial, human resource aspects of the business. Next, argue that each of the established objectives is essential to the success of the company within the Cloud service industry. The new strategic role of Human Resource (HR) management that requires that HR systems not only achieve operational excellence in performing their traditional activities, but that they also contribute to developing the strategic capabilities needed by the organization to maintain its competitive advantage. Initially, Kodak was a revolutionary, industry leader in the film industry. However, as technologies began to develop and competition began to increase, Kodak lost its market share -- eventually loosing the business model it was established under. Eastman Kodak established various objectives that are critical in attaining a competitive advantage in the competitive cloud industry. Those initial objectives included: 1) mass production to lower production costs; 2) maintaining the lead in technological developments; 3) extensive product advertising and 4) the development of a multinational business to exploit the world market (Hill & Jones, 2013). Kodak aimed at sustaining the lead in technological developments. However, per an article on forbes.com, "the digital revolution was sparking, and Kodak wasn’t seeing signs that they knew exactly what to do about it. Instead of focusing its strategic attention on the emerging digital technologies, Kodak was making odd maneuvers, like acquiring pharmaceutical giant Sterling Drugs for $5.1 billion and trying to establish a brand in the battery business" (forbes.com, 2011). The cloud service industry has seen the emergence of new…...

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