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If They’re Not Ready to Change Gears, Specialized Companies May Be Left in the Dust

A study of motorcycle makers shows how focusing on one market for too long can reduce companies’ ability to survive

Sachin Waiker
Wed, 10/27/2021 - 12:02
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Know who invented the first digital camera? It was Kodak—or more accurately, an engineer at the historic camera company who conceived the technology and built a prototype in 1975. But corporate leadership had no interest in pursuing the idea, given the company’s dominant position in the market for film cameras.

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During the next two decades, that narrow view would prevent Kodak from adapting to shifting consumer tastes, and its core products and brand went the way of the dodo.

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