THE POWER OF THE PURSE: HOW SMART BUSINESSES ARE ADAPTING TO THE WORLD'S MOST IMPORTANT CONSUMERS—WOMEN

Chapter 5. Who's Behind the Viewfinder?: How Kodak Embraced Memory Makers

Kodak went all the way back to its original mission from the 19th century to create digital cameras and photo printers to help women—once the photography industry's primary mainstream consumers—regain their traditional role as the family's social historian without neglecting the technological innovation that drove the digital camera industry.

In 2001, Eastman Kodak Co. had to face the harsh truth. The best-known brand name in photography had become an also-ran in the digital camera industry that it had pioneered in the mid-1990s. Competitors Sony, Olympus, Canon, and Nikon had taken over as America's best-selling digital camera brands, with Sony sitting at the top of the ...