CHANGE INITIATIVE ASSESSMENT 2
Change Initiative Assessment-Part A
Most firms will endure adjustments owing to developing work and economic situations,
which are required for their growth and survival. These modifications could range from basic
adjustments like adding new personnel or shrinking due to decreasing income sources to more
substantial ones such as joining another business, introducing new product lines, entering new
markets, or adjusting manufacturing procedures. These modifications are referred to as
organizational transformation, which comprises modifying fundamental components of a
company's production, internal processes, infrastructure, technology, culture, and strategy (Furxhi,
2021). However, such advances could confront difficulties like resistance, bureaucracy, resource
restrictions, and external influences like politics that might impede their performance. An example
in point is the historical organizational transformation of Kodak, which gives excellent insights into
the process of change management. This article analyzes Kodak's transformation endeavors and
offers management tactics to handle such transitions efficiently.
Case Description
Kodak is a publicly listed US firm in Rochester, New York, specializing in producing and
selling a variety of items and services associated with photography, printing, packaging, and
software. The firm today employs roughly 4,500 full-time workers, and its CEO is Jim Continenza.
As of 2021, the company's stock price had a loss of -2.88% (Eastman Kodak Company, 2021). In
2020, Kodak's yearly sales were $1.018 billion, and it has various subsidiaries across the globe.
Kodak's commercial dominance reached its apex in the late 20th and early 21st centuries. As
an international photography and videography firm, it operated in both emerging and developed
countries. By inventing portable and relatively affordable cameras, photographic materials, and
accessories, Kodak became a worldwide leader and transformed the photography and videography
industries.
Before this, only a few major production corporations could afford to operate cameras
throughout filming. The firm has been able to preserve its leadership position in the industry for
CHANGE INITIATIVE ASSESSMENT 3
over a century by spending extensively on research and development, resulting in several patented
concepts and advances in the film and photography sectors (Chui, 2012). One of the great
accomplishments acquired by Kodak was the launch of Kodachrome in 1935, the first color
technology employed in photography and cinema. By 1962, Kodak had attained revenues of over $1
billion, which was a remarkable performance for an American corporation at that time. In 1963,
Kodak produced the Kodak Instamatic camera, which was coupled with cartridge-loading films,
making it simpler for amateurs to snap images and record films (Anthony, 2016). Within 10 years,
the business sold 50 million of these cameras, and by 1966, its sales had topped $2 billion. As a
consequence of Kodak's dominance, several of its rivals were forced out of the market. The most
