Kodak and Fujifilm are competing companies in the photographic supplies and equipment industry. As the industry changed, both companies were affected, but due to different management practices and the ability to adapt to change, one Fujifilm excelled while Kodak faltered and eventually filed for bankruptcy in 2012. Kodak was doing just as well as the Google of many decades ago . It was founded in 1880 and is known for its pioneering technology and advanced marketing. “You push the button, we do the rest,” was its slogan in 1888. By 1976 Kodak accounted for 90 percent of film and 85 percent of camera sales in America. Until the 1990s it was often considered one of the five most valuable brands in the world (The Last Kodak Moment, 2012). The company was built on four principles; low-cost mass production, international delivery, extensive advertising and customer focus. Kodak is no longer in the camera business. They reorganized into three segments: Digital Printing and Enterprise, Graphics, Entertainment and Commercial Film, and Custom Imaging and Document Imaging. Fujifilm, founded in 1934, was a Japanese multinational photography and imaging company headquartered in Japan. They dominated the Japanese market. They were recognized in the United States in 1965. Sponsorship of the Olympics in 1984 gave them much-needed publicity for their cheaper camera and led to them gaining considerable market share in the United States. Over the decades Fuji has expanded into new markets and built a strong presence around the world. They have expanded their production and other bases abroad, increasing the pace of its globalization (Fujifilm). After 131 years in business, American photographic icon, Eastman Kodak, filed for bank......half of paper......production could not be justified without wide distribution. Distribution has needed the support of strong advertising since the company's inception with the belief that satisfying customers' needs and wants is the only path to success (Perkins, 2001). In conclusion, Kodak criticizes the fact that it was too late to respond to the digital age due to society's conservative, complacent culture. Kodak was very sensitive to the upcoming digitalization and came up with various innovations such as the world's first digital camera. However, at the end of the 20th century, Fujifilm had in many aspects in common that the company can enjoy the monopolistic situation as a film producer. The drastic shift towards digitalization endangers Fujifilm's business while the company could find new business because it is vertically organized and can incubate them.