Getting the Focus Back
What the experts say Fisher needs to do:
FILM
Protect market share from Fuji, with smarter promotions, cross-marketing in the U.S., and stepped-up overseas expansion
DIGITAL IMAGING
Narrow the focus to simpler products for consumers
ADVERTISING
Forget the warm-and-fuzzy Kodak moment for new products. New campaign due shortly needs to give reasons to choose Kodak
ACQUISITIONS
Buy a brand-name consumer-electronics company to help smooth the transition to digital
COSTS
Costs remain higher than rivals'. Wall Street wants layoffs of up to 20,000, though Fisher may announce less than half that
MANUFACTURING
Spin off marginal businesses such as microfiche and microfilm and outsource production where possible
CORPORATE CULTURE
Instill a sense of urgency and mission and slash the bureaucracy
Return to main story
| 
