Abstract
According to LEWI theory of narrative lifecycle, Kodak has reached the stage of "myth time". Hence, the firm has to focus on certain issues like developing eternal values, involvement in the society, internationalizing the brand and rejuvenating the brand.
Today, due to its weak brand image, consumers don't perceive Kodak as a digital brand and they only think of it as a film making company.
Kodak has taken too much time to enter the digital market, so it is left far behind the competitors such as Sony and Olympus (Kodak only accounted for 13% shares of the digital camera market in 2002). As there are structural differences between the film manufacturing industry and the digital camera industry, since the film manufacturing industry is declining, Kodak will have to consider the following trends.
