In these times of constantly shrinking budgets and increased competition, a market-driven strategy allows a company to truly understand its market and the customers that are the basis for this market. This effort allows for a more effective integration of all activities that may impact customer...

Purpose – To summarize some of the recent literature which has focused on the Eastman Kodak Company. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Reports of Kodak's...