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In 2003, Kodak began its digital makeover with an eye to becoming a leader in digital imaging products and services for consumers, commercial printers and health providers. How has it worked out for them? What are the larger lessons to be drawn from their journey? Diane Quinlisk, Senior Manager, Market Development for Kodak Graphic Communications Group illuminates the path to transformation for this venerable-and long lived-corporate giant. Some of the details of the journey include:
How and at what level the decision to transform was made and implemented
How the concept of transformation were introduced to international organizations
How messages were driven through Kodak's many resellers, distributors
Is the transformation complete
What are Kodak's plans for leveraging the transformation this year.
What is Kodak's market share today?
When a company the size of Kodak and with and sphere of influence that it has makes a move of this magnitude, the ground shakes. Other companies approaching their own transformation can learn some valuable lessons from this presentation.
Diane M. Quinlisk
Senior Manager, Market Development
Kodak Graphic Communications Group
Joining Kodak in 2004, her responsibilities include educating the advertising, marketing and creative communities about variable data printing and the personalization capabilities possible with new digital output technologies. Ms. Quinlisk leads cross product strategic initiatives to expand Kodak's presence within the corporate marketing and agency market place; she is also Kodak's industry interface with key trade associations and councils. Ms. Quinlisk also develops "go-to-market scenarios" printers can use to expand their relationships with print buyers.
Previously, Ms. Quinlisk was Vice President Business Development at Catalyst Direct, a $35 million direct marketing agency specializing in variable data print campaigns for their customers.
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