Multi-National Competitive Position and Cross Culture Management of Kodak - Case Study Example

The paper “Multi-National Competitive Position and Cross Culture Management of Kodak” is a comprehensive example of the management case study. The business environment and business planning are changing in a simultaneous manner in the present day. As competition is growing in the international marketplace and the number of operators is increasing, customers are also responding to this change by altering their behavior, taste, and preferences. In relation to the nature of multinational activities being carried out in the business sector, companies are facing many challenges in the broader market place such as cultural diversity and competition.

Background of the company Based in Rochester, New York, Kodak is one of the oldest pioneers in the industry of imaging technology. Established by George Eastman in the year 1888, Kodak has developed a large product base focused on imaging equipment (Kodak, 2015a). The core product and service base of Kodak is digital printing, enterprise and graphics, and entertainment and commercial films (Kodak, 2015b.) However, the brand image of Kodak is built on its photographic products such as films and cameras.

The company had experienced major growth during the 20th century and in the year 1976, almost 90% share of the US market was owned by Kodak (Mui, 2012). On the other hand, in 2012 Kodak filed for bankruptcy as the sales in the international markets went down rapidly (Mui, 2012). In January 2013, the Court provided the company authority to arrange for financial support in order to gain back its position in the international market following which Kodak sold numerous patent rights to other big companies such as Google, Apple, Facebook, Microsoft, etc (Dan, 2013).

In the contemporary scenario, Kodak is trying to get back to the top position in the market by diversifying its product range and also generating a positive market approach against the barriers faced.Research Aim The aim of the research is to evaluate the competitive position of Kodak in contemporary conditions considering its global market operations. The researcher will also intend to evaluate the changes made in the strategic operations and planning process of Kodak and their implications to the future development of the company.