Do you remember the Kodak brand? What today evokes a memory almost vintage, this brand occupied a monopolistic position in the photography market that lasted no more and no less until the technological boom. Already in the 80s, one of its executives issued a report warning that in 2010 the photography market would focus on a Digital environment. In fact, they were the ones who created the first digital camera in 1975, however, the company opted for analog photography.
Years later, while competing companies They began to manufacture their first digital cameras, Kodak proposed a change in its strategy, but a reluctance to change caused the company to gradually decline until it was declared bankrupt in 2012.
What could have caused such a decline?
What may be an anecdote about how a business giant went into decline could be associated with a Clash between business strategy and company culture: the stronger and more rooted it is, and the more change the strategy requires, The more difficult it is to achieve congruence between the two, some type of modification being essential.
In this case, the difficulties of cope with a cultural change To be able to carry out a turnaround in the corporate business, it would surely have been slow, expensive for that time, and difficult due to the magnitude of employees who worked at Kodak at that time. The human resources work It would have been essential to help make this change, involving workers as a fundamental part of the new projects, and collaborating in making strategic decisions that were never carried out.
Renew or die in the company, after this global pandemic
Today, in 2020 and with another technological boom generated by a global pandemic, we look at how companies have had to refocus your strategy and shape your culture to survive in the period of crisis that has been generated. It is striking how some business monsters in the Retail sector, such as Primark, continue to reject online sales while proposing new ERTES for their workers, Do you think we will see a Kodak Case 2.0?
At EIP, we would like you to reflect on How Human Resources Departments Could Help to introduce a new culture after a change in strategic direction.
