In the early 1990s, Kodak was a market leader in camera film sales (90%) and camera sales (85%). Kodak was even in the forfront of research and development, among other things developing digital cameras that, ironically, brought the downfall of the company. 

Kodak was extremely aware of that they were market leaders and new they had to invest and actively keep that position. One obstacle that they were aware of was digital revolution and how it was changing industry after industry. However, Kodaks management didn’t see the potential and disruptiveness that was being created from digital photography. You could say that they were stuck in how the world worked, not how it was going to work. Once the change was under way, Kodak was to slow to adapt to the digital era. This is easy to say in hindsight but the obstacles Kodak was experiencing was the same obstacles other companies like Canon, Sony, Nikon, Samsung where dealing with and pushing the indsutry forward. This obstacles were:

• Digital equipment is expensive
• Quality of digital images are crap
• Different cameras, screens and printers are not compatible with eachother

In 2012, Kodak filed for bankruptcy. The company survives today as a much smaller company Kodak. What’s the lesson to learn here? Don’t ignore your obstacles. If you don’t tackle them, someone else will solve them and be ahead of the game.