經(jīng)貿(mào)英語報刊閱讀教程課件-Unit-13

Unit13

TheLastMomentofKodakUnit13

TheLastMomentofKod1ContentsKodak’sHistory1ReasonsofKodak’sDecline2PresentSituation3Topicsfordiscussion4ContentsKodak’sHistory1Reason2GeorgeEastman----thefounderGeorgeEastman----thefounder3BoyhoodBornin1854inNewYorkState,USAHisfatherdiedwhenhewas5.Hecontinuedschooluntil14yearsold.Amessengerboy,aofficeboy,ajuniorclerk.BoyhoodBornin1854inNewYor4TrialsofAnAmateurMakingplansforavacationtoSantoDomingowhenhewas24ThecamerawastoobigtobecarriedHewascompletedlyabsorbedinthephotographyandafter3-yearexperiment,aformulawasworkedoutTrialsofAnAmateurMakingpla5BirthofacompanyInApril,1880,herentedthethirdfloorofabuildingandbegantomanufacturedryplatesforsale.BirthofacompanyInApril,1886Kodak----ThecompanyKodak----Thecompany7EarlyyearsOnJanuary1,1881,EastmanandStrongformedapartnershipcalledtheEastmanDryPlateCompany.EarlyyearsOnJanuary1,1881,8EarlyyearsIn1884,with14shareownersanewfirm--theEastmanDryPlateandFilmCompanywasestablished.Asuccessiveconcern--theEastmanCompany,wasformedin1889EarlyyearsIn1884,with14sh9EarlyyearsIn1901,thepresentfirm--EastmanKodakCompanyofNewJersey--wasformedunderthelawsofthatstate.EarlyyearsIn1901,thepresen10FourPrinciplesMassproductionatlowcostInternationaldistributionExtensiveadvertisingFocusoncustomersFourPrinciplesMassproduction11Quality&EthicsValues-DrivenBehaviorsAttentionToQualityStrongCorporateGovernanceWorkforcePoliciesQuality&EthicsValues-Driven12

JosephNicéphoreNièpce

1826年拍出了世界上第一張永久性照片伊士曼柯達(dá)公司首席執(zhí)行官兼總裁2012宣布柯達(dá)申請破產(chǎn)保護(hù)彭安東1837年發(fā)明銀版照相法法國美術(shù)家和化學(xué)家，Louis-Jacques-MandéDaguerre

GeorgeEastman1880年發(fā)明了膠卷成立柯達(dá)公司1995發(fā)布首款傻瓜型(point-and-shoot)相機(jī)

SteveCescon1975年發(fā)明世界上第一臺數(shù)碼相機(jī)發(fā)明CCD成像元件ThomasAlvaEdison1892年和伊士曼合作對膠卷改裝成了35mm電影膠卷適用于活動電影機(jī)Joseph1826年伊士曼柯13EvolutionofthebrandlogoEvolutionofthebrandlogo14

Early1900's.

Kodakisthefirstcompanytointegrateitsnameandlookintoasymbol.

1930's.

FocusmovedtotheKodaknameandtheredandyellow"tradedress"color.

1960's.

Thecornercurlwasintroduced.

1970's.

ThemarkretainedtheredandyellowcolorsandtheKodakname,butaboxandgraphic"K"elementwereadded.

1980's.

AmorecontemporarytypefontstreamlinedtheKodaknamewithintheexistinglogo.

Today.

Theboxisgone,simplifyingthelogo.Theroundedtypefontanddistinctive"a"givethenameamorecontemporarylook.

Kodakiscontinuingtousethislogowithitssharpenedfocusonimagingforbusiness.

Early1900's.

Kodakisthefi15InnovationIn1917,developedaerialcamerasIn1932,introducedfirst8-millimetermotionpicturesystemconsistingoffilmcamerasandprojectors.In2005,TheKodakEasyshare-OneDigitalCamera,theworld’sfirstwi-ficonsumerdigitalcameracapableofsendingpicturesbyemail,wasunveiledInnovationIn1917,developeda16In1957,introducedthefirstcompletelyautomaticprojectorIn1975,inventedthefirstdigitalcamera.In1957,introducedthefirst17December,2010,Standard&Poor’sremovedKodakfromitsS&P500index.January19,2012,Kodakfiledforbankruptcyprotection.ThecompanywasdelistedfromNYSEandmovedtoOTCexchange.February9,2012,Kodakannouncesthatitwillexitthedigitalimagecapitalbusiness.December,2010,Standard&Poo18KodakinChina-GrowthandLocalizationAfterGeorgeFisherjoinedKodakasChairman,PresidentandCEOinDecember1993,herecognizedChinaasahugeopportunityandformedtheGreaterChinaRegion.ThecompanysteppedupitspaceofexpansioninChinasincethen.KodakwaspushingaggressivelyintotheChinesemarketaround2000.KodakinChina-GrowthandLoca19ReasonsforKodak’sDeclineCircumstancesarebothuncerainanddynamic.RapiddeclineindemandfortraditionalphotographyequipmentindevelopedeconomiesRapidgrowthindemandfordigitalcamerasindevelopedeconomiesSteadydeclineindemandforfilmandphotoprocessingReasonsforKodak’sDecline20PresentSituationListedagaininNYSE(KODK)ImageprintingandservicePresentSituationListedagain21TopicsforDiscussionWhatthreatsdoesnewtechnologyposeontraditionalindustries?Discussaboutthestoriesofsuccessfulcompaniesintheworldandfindthecommonfeatures?Whatcandestructiveinnovationbringtomodernworld?

TopicsforDiscussionWhatthre22KeyA.1.placent8.expertise9.transform10.diversifyB.1.asperfectasapicture2.togetsomethingawayfromone’sdomain3.disused,antiquated,outmodedindesign,style,orconstruction:4.togetalong,todosomethingwellorbadly5.ofconsiderablesizeoramount6.toprogressbylargejumpsinsteadofsmallincrements7.tobeverysatisfiedwiththepresentsituationanddonotwanttomakeanychange8.to

continuenaturallyuntilithasfinished,proceed

to

its

logical

or

natural

conclusionKeyA.23C.1.據(jù)說，列寧曾嘲笑資本家會將絞死他自己的繩子賣給你。2.柯達(dá)于1975年制造出了世界上第一臺數(shù)碼相機(jī)，這項技術(shù)以及隨后拍照智能手機(jī)的發(fā)展，現(xiàn)在已經(jīng)將柯達(dá)傳統(tǒng)的膠片和相機(jī)制造業(yè)務(wù)沖擊得奄奄一息。3.數(shù)周來，傳聞一直圍繞著羅切斯特，柯達(dá)依然在這個依賴大公司生存的小城占據(jù)統(tǒng)治地位，如果不能盡快出售它持有的知識產(chǎn)權(quán)資產(chǎn)，那么這家百年企業(yè)將會破產(chǎn)。4.但是柯達(dá)到目前為止都沒有作出適當(dāng)?shù)恼{(diào)整，而富士膠片卻已經(jīng)成功轉(zhuǎn)型為一家穩(wěn)定贏利的公司。富士膠片的市值即使在經(jīng)歷了慘淡的一年后，也有約126億美元，柯達(dá)僅為2.2億美元。5.它制定了一項三管齊下策略：在傳統(tǒng)的膠片業(yè)務(wù)領(lǐng)域盡可能擠壓利潤，準(zhǔn)備向數(shù)碼業(yè)務(wù)轉(zhuǎn)型，開發(fā)全新業(yè)務(wù)領(lǐng)域。C.246.這一弱點在1984年洛杉磯奧運會贊助權(quán)爭奪戰(zhàn)中得到體現(xiàn)，正當(dāng)柯達(dá)舉棋不定時，富士膠片卻已將贊助權(quán)收入囊中。7.哈佛商學(xué)院的RosabethMossKanter曾為柯達(dá)提供咨詢服務(wù)，她說：“柯達(dá)高管只對完美的產(chǎn)品感興趣，缺乏現(xiàn)代高科技企業(yè)應(yīng)有的制造-發(fā)布-改進(jìn)思維?！?.盡管富士膠片的慷慨賠償緩和了這次突擊行動的沖擊，但在日本公司當(dāng)中，這樣的舉動依舊不具有代表性。9.盡管如此，大前研一認(rèn)為在日本存在一種長期的公司文化，公司股東不會對公司短期表現(xiàn)施加很大壓力，也能容忍公司持有大量現(xiàn)金，這使富士膠片可以更容易按古森重隆的設(shè)想進(jìn)行改革。10.柯達(dá)所犯的錯誤和美國歷史上另一個失敗者-制造計算機(jī)的數(shù)字設(shè)備公司并不一樣，后者是因為沒能認(rèn)識到個人計算機(jī)業(yè)務(wù)發(fā)展的重要性而失敗，那時它的管理層還躺在舒適的椅子里打著盹呢。Christensen認(rèn)為：“柯達(dá)的失敗更像是眼見一場海嘯的來臨卻發(fā)現(xiàn)自己對此無能為力?！?.這一弱點在1984年洛杉磯奧運會贊助權(quán)爭奪戰(zhàn)中得到體現(xiàn)25Unit13

TheLastMomentofKodakUnit13

TheLastMomentofKod26ContentsKodak’sHistory1ReasonsofKodak’sDecline2PresentSituation3Topicsfordiscussion4ContentsKodak’sHistory1Reason27GeorgeEastman----thefounderGeorgeEastman----thefounder28BoyhoodBornin1854inNewYorkState,USAHisfatherdiedwhenhewas5.Hecontinuedschooluntil14yearsold.Amessengerboy,aofficeboy,ajuniorclerk.BoyhoodBornin1854inNewYor29TrialsofAnAmateurMakingplansforavacationtoSantoDomingowhenhewas24ThecamerawastoobigtobecarriedHewascompletedlyabsorbedinthephotographyandafter3-yearexperiment,aformulawasworkedoutTrialsofAnAmateurMakingpla30BirthofacompanyInApril,1880,herentedthethirdfloorofabuildingandbegantomanufacturedryplatesforsale.BirthofacompanyInApril,18831Kodak----ThecompanyKodak----Thecompany32EarlyyearsOnJanuary1,1881,EastmanandStrongformedapartnershipcalledtheEastmanDryPlateCompany.EarlyyearsOnJanuary1,1881,33EarlyyearsIn1884,with14shareownersanewfirm--theEastmanDryPlateandFilmCompanywasestablished.Asuccessiveconcern--theEastmanCompany,wasformedin1889EarlyyearsIn1884,with14sh34EarlyyearsIn1901,thepresentfirm--EastmanKodakCompanyofNewJersey--wasformedunderthelawsofthatstate.EarlyyearsIn1901,thepresen35FourPrinciplesMassproductionatlowcostInternationaldistributionExtensiveadvertisingFocusoncustomersFourPrinciplesMassproduction36Quality&EthicsValues-DrivenBehaviorsAttentionToQualityStrongCorporateGovernanceWorkforcePoliciesQuality&EthicsValues-Driven37

JosephNicéphoreNièpce

1826年拍出了世界上第一張永久性照片伊士曼柯達(dá)公司首席執(zhí)行官兼總裁2012宣布柯達(dá)申請破產(chǎn)保護(hù)彭安東1837年發(fā)明銀版照相法法國美術(shù)家和化學(xué)家，Louis-Jacques-MandéDaguerre

GeorgeEastman1880年發(fā)明了膠卷成立柯達(dá)公司1995發(fā)布首款傻瓜型(point-and-shoot)相機(jī)

SteveCescon1975年發(fā)明世界上第一臺數(shù)碼相機(jī)發(fā)明CCD成像元件ThomasAlvaEdison1892年和伊士曼合作對膠卷改裝成了35mm電影膠卷適用于活動電影機(jī)Joseph1826年伊士曼柯38EvolutionofthebrandlogoEvolutionofthebrandlogo39

Early1900's.

Kodakisthefirstcompanytointegrateitsnameandlookintoasymbol.

1930's.

FocusmovedtotheKodaknameandtheredandyellow"tradedress"color.

1960's.

Thecornercurlwasintroduced.

1970's.

ThemarkretainedtheredandyellowcolorsandtheKodakname,butaboxandgraphic"K"elementwereadded.

1980's.

AmorecontemporarytypefontstreamlinedtheKodaknamewithintheexistinglogo.

Today.

Theboxisgone,simplifyingthelogo.Theroundedtypefontanddistinctive"a"givethenameamorecontemporarylook.

Kodakiscontinuingtousethislogowithitssharpenedfocusonimagingforbusiness.

Early1900's.

Kodakisthefi40InnovationIn1917,developedaerialcamerasIn1932,introducedfirst8-millimetermotionpicturesystemconsistingoffilmcamerasandprojectors.In2005,TheKodakEasyshare-OneDigitalCamera,theworld’sfirstwi-ficonsumerdigitalcameracapableofsendingpicturesbyemail,wasunveiledInnovationIn1917,developeda41In1957,introducedthefirstcompletelyautomaticprojectorIn1975,inventedthefirstdigitalcamera.In1957,introducedthefirst42December,2010,Standard&Poor’sremovedKodakfromitsS&P500index.January19,2012,Kodakfiledforbankruptcyprotection.ThecompanywasdelistedfromNYSEandmovedtoOTCexchange.February9,2012,Kodakannouncesthatitwillexitthedigitalimagecapitalbusiness.December,2010,Standard&Poo43KodakinChina-GrowthandLocalizationAfterGeorgeFisherjoinedKodakasChairman,PresidentandCEOinDecember1993,herecognizedChinaasahugeopportunityandformedtheGreaterChinaRegion.ThecompanysteppedupitspaceofexpansioninChinasincethen.KodakwaspushingaggressivelyintotheChinesemarketaround2000.KodakinChina-GrowthandLoca44ReasonsforKodak’sDeclineCircumstancesarebothuncerainanddynamic.RapiddeclineindemandfortraditionalphotographyequipmentindevelopedeconomiesRapidgrowthindemandfordigitalcamerasindevelopedeconomiesSteadydeclineindemandforfilmandphotoprocessingReasonsforKodak’sDecline45PresentSituationListedagaininNYSE(KODK)ImageprintingandservicePresentSituationListedagain46TopicsforDiscussionWhatthreatsdoesnewtechnologyposeontraditionalindustries?Discussaboutthestoriesofsuccessfulcompaniesintheworldandfindthecommonfeatures?Whatcandestructiveinnovationbringtomodernworld?

TopicsforDiscussionWhatthre47KeyA.1.placent8.expertise9.transform10.diversifyB.1.asperfectasapicture2.to