As Kodak addresses the digital revolution taking over the photographic industry, it wants customers to see it as a leader in digital photography. Thus, it is moving away from the production of film roll cameras. This would be an example of which of the following value creation steps?
A) abandoning current product lines
B) changing the corporate vision
C) repositioning the company's brand identity
D) redoing the corporate logo
E) realigning core competencies

Question

Quizplus · Accepted Answer

Repositioning the company's brand identity is the best choice as Kodak is trying to change how customers perceive it as a leader in digital photography. By moving away from film roll cameras, Kodak is trying to change its image from a company focused on traditional photography to one that is focused on digital photography, which requires a change in brand identity.

As Kodak Addresses the Digital Revolution Taking Over the Photographic