Case | HBS Case Collection | March 1999

Eastman Kodak Company

by Robert J. Dolan


Eastman Kodak has suffered significant declines in film market share at the hands of lower-priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. A rewritten version of an earlier case.

Keywords: Segmentation; Product Positioning; Price; Brands and Branding; Product Launch; Consumer Products Industry;


Dolan, Robert J. "Eastman Kodak Company." Harvard Business School Case 599-106, March 1999.