![\"\"](\"https:\/\/blog.benderimki.com\/wp-content\/uploads\/2019\/07\/document-3268750__340.jpg\")
<\/figure><\/div>\n\n\n\nBunun bir \u00e7ok \u00f6rne\u011fi mevcut. Bir zamanlar piyasay\u0131 sallayan ama \u015fu an g\u00fcnl\u00fck hayatta ad\u0131n\u0131 bile hat\u0131rlamad\u0131\u011f\u0131m\u0131z firmalar var. Bu \u00f6rneklerden bir tanesi de zaman\u0131n devlerinden Kodak. Gelin hikayesine yak\u0131ndan bakal\u0131m.<\/p>\n\n\n\n
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<\/figure><\/div>\n\n\n\n1881 y\u0131l\u0131nda \u201cd\u00fc\u011fmeye bas\u0131n, gerisini bize b\u0131rak\u0131n\u201d slogan\u0131 ile hayat\u0131m\u0131za giren marka 2012’de sars\u0131c\u0131 bir \u015fekilde iflas\u0131n\u0131 a\u00e7\u0131klam\u0131\u015ft\u0131.<\/strong><\/p>\n\n\n\n Kompakt foto\u011fraf makinas\u0131 ve filmleriyle \u00f6zde\u015fle\u015fmi\u015f olsa da bilinen ilk dijital kameray\u0131 yaratan Kodak, y\u0131llar boyu teknolojiye yat\u0131r\u0131m yapt\u0131 ve bir\u00e7ok yeni \u00fcr\u00fcn \u00e7\u0131kartt\u0131. Hatta Facebook kurulmadan \u00f6nce 2001 y\u0131l\u0131nda Ofoto adl\u0131 bir foto\u011fraf payla\u015f\u0131m sitesini sat\u0131n ald\u0131. Ancak bu siteyi, Instagram’\u0131n gitti\u011fi yoldan gidecek \u015fekilde kullanmaktansa, insanlar\u0131n daha \u00e7ok foto\u011fraf bask\u0131s\u0131 almas\u0131n\u0131 sa\u011flamak i\u00e7in kullanmay\u0131 tercih etti<\/strong>1<\/strong><\/sup>. <\/strong><\/p>\n\n\n\n Teknoloji geli\u015ftik\u00e7e kullan\u0131c\u0131 kitlesi dijital kameralara al\u0131\u015ft\u0131 ve rakipler yeni alternatifler ile t\u00fcketicileri cezbetmeye devam etti. T\u00fcketiciler de \u00fcretilen yeni makinelere y\u00f6nelip, film ve eski tip foto\u011fraf makinelerini almay\u0131 b\u0131rakt\u0131. Kodak’\u0131n satmay\u0131 umdu\u011fu foto\u011fraf filmleri ellerinde kald\u0131. Asl\u0131nda dijital \u00e7a\u011f\u0131n kap\u0131s\u0131n\u0131 aralam\u0131\u015f olsalar da a\u00e7may\u0131 ba\u015faramad\u0131lar. <\/p>\n\n\n\n Bu geli\u015fmelerden sonra h\u0131zl\u0131 bir d\u00fc\u015f\u00fc\u015fe ge\u00e7en \u015firket 2012’de iflas\u0131n\u0131 a\u00e7\u0131klad\u0131. 2013’te mali olarak kendini toparlamaya \u00e7al\u0131\u015ft\u0131 ve \u015fu an g\u00fcn\u00fcm\u00fczde eskisine oranla \u00e7ok k\u00fc\u00e7\u00fck bir ciroyla yoluna devam etmeye \u00e7al\u0131\u015f\u0131yor.2<\/sup><\/p>\n\n\n\n Kodak bunun tek \u00f6rne\u011fi de\u011fil. Bir\u00e7ok firma benzer sebeplerle batmaya mahkum oluyor. Geli\u015fmelere ayak uyduram\u0131yor, m\u00fc\u015fteri beklentilerini iyi \u00f6l\u00e7emiyor. Bildi\u011fi yolu mutlak do\u011fru san\u0131p, g\u00fcvendi\u011fi \u00fcr\u00fcn ile yoluna devam ederken g\u00f6zden ka\u00e7\u0131rd\u0131klar\u0131n\u0131 zaman ve parasal olarak b\u00fcy\u00fck bedeller \u00f6deyerek \u00f6\u011freniyor. <\/p>\n\n\n\n Fujifilm ise foto\u011fraf makinesinin evrimini g\u00f6r\u00fcp m\u00fc\u015fteri y\u00f6nelimini do\u011fru tespit eden firmalar aras\u0131nda. Pazar\u0131n analog film d\u00f6neminden dijitale ge\u00e7i\u015fini ka\u00e7\u0131rmad\u0131, hatta y\u00fcksek g\u00f6r\u00fcnt\u00fc kalitesi \u00f6zelli\u011fine sahip kameralara y\u00f6n\u00fcn\u00fc \u00e7evirdi ve t\u00fcketicinin ilgisini \u00e7ekmeyi ba\u015fard\u0131. Ayr\u0131ca ara\u015ft\u0131rma & geli\u015ftirme faaliyetlerindeki bulgular\u0131n\u0131 ba\u015fka sekt\u00f6rlere uygulamaya ba\u015flad\u0131. 2019’a gelindi\u011finde FujiFilm’in y\u0131ll\u0131k 3,4 Milyar USD olan gelirinin \u00f6nemli bir k\u0131sm\u0131 sa\u011fl\u0131k ve kozmetik alan\u0131na yapt\u0131\u011f\u0131 ge\u00e7i\u015ften geliyor.3<\/sup><\/p>\n\n\n\n Elbette ki Kodak’\u0131n \u00e7\u00f6k\u00fc\u015f hikayesi bir\u00e7ok dinami\u011fi i\u00e7inde bar\u0131nd\u0131r\u0131yor. Ancak en \u00f6nemli sebeplerden biri olan m\u00fc\u015fteri beklentilerini kar\u015f\u0131layamamas\u0131 ve pazar trendlerini yakalayamamas\u0131 onu bug\u00fcn daha \u00e7ok nostaljik bir unsura d\u00f6n\u00fc\u015ft\u00fcrd\u00fc. <\/strong>Kim bilir belki de eskide tak\u0131l\u0131 kalmadan t\u00fcketici taleplerini ara\u015ft\u0131r\u0131p \u00f6\u011frenmeye \u00e7al\u0131\u015fsayd\u0131 bug\u00fcn de\u011fi\u015fim ge\u00e7irmi\u015f olarak ilgili alanlarda veya tamamen yeni alanlarda ilk s\u0131ralarda yerini koruyor olabilirdi.<\/p>\n\n\n\n Bu iki firman\u0131n att\u0131\u011f\u0131 farkl\u0131 ad\u0131mlar ve ald\u0131\u011f\u0131 farkl\u0131 sonu\u00e7lar i\u015f hayat\u0131 a\u00e7\u0131s\u0131ndan \u00e7ok g\u00fczel bir vaka analizi. Umar\u0131z k\u00f6kl\u00fc ya da yolun ba\u015f\u0131nda olan t\u00fcm \u015firketler bu olaydan gerekli dersi \u00e7\u0131karabilirler: “T\u00fcketicinin nabz\u0131n\u0131 tutmak ve de\u011fi\u015fen trendleri takip etmek l\u00fcks de\u011fil, vazge\u00e7ilmez bir ihtiya\u00e7t\u0131r.”<\/strong><\/p>\n\n\n\n Kaynaklar<\/strong>:<\/p>\n\n\n\n 2. https:\/\/www.dunya.com\/kose-yazisi\/kodak-neden-kaybetti\/12223<\/a> <\/p>\n\n\n\n 3. https:\/\/crm.org\/articles\/fujifilm-found-a-way-to-innovate-and-survive-digital-why-didnt-kodak<\/a><\/p>\n\n\n\n\n\n Bu sayfadaki i\u00e7eri\u011fin t\u00fcm haklar\u0131 www.benderimki.com<\/a> sitesine aittir. Burada sa\u011flanan bilgilerin do\u011frudan veya dolayl\u0131, herhangi bir \u015fekilde kullan\u0131lmas\u0131 durumunda referans g\u00f6sterilmesi zorunludur. <\/p>\n\n\n\n\nBizi daha yak\u0131ndan takip etmek i\u00e7in:<\/strong>\n\n <\/p>\n\n","protected":false},"excerpt":{"rendered":" Aynan\u0131n kar\u015f\u0131s\u0131na ge\u00e7ip, gerek \u00f6zg\u00fcven tazelemek, gerekse egomuzu ok\u015famak i\u00e7in “ben harikay\u0131m, bu d\u00fcnyada tekim” dedi\u011fimiz g\u00fcnler oluyor mu? Bu d\u00fc\u015f\u00fcnceye kap\u0131lanlar sadece insanlar de\u011fil tabii ki. Bir\u00e7ok ba\u015far\u0131l\u0131 \u015firket ve marka da ayn\u0131 d\u00fc\u015f\u00fcnceyi payla\u015f\u0131yor. Bol s\u0131f\u0131rl\u0131 cirolar\u0131, milyonlar\u0131 a\u015fan sat\u0131\u015f rakamlar\u0131 ile haklar\u0131…<\/p>\n","protected":false},"author":3,"featured_media":3386,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[48,291,289,108,290,32,245,109],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/posts\/3374"}],"collection":[{"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/comments?post=3374"}],"version-history":[{"count":35,"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/posts\/3374\/revisions"}],"predecessor-version":[{"id":8184,"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/posts\/3374\/revisions\/8184"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/media\/3386"}],"wp:attachment":[{"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/media?parent=3374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/categories?post=3374"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.benderimki.com\/index.php\/wp-json\/wp\/v2\/tags?post=3374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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