Fujifilm was the second largest producer of films in the world, where digital images began to replace its core business. Unlike some pictures incumbents, such as Polaroid, Fuji has been relatively successful transition to digital image processing. In 2000, the company had more than 20% share of the global digital camera market and at the same time increased its share in the global market the film to about 35%, compared to only 18% in 1990. Despite these advances, by 2006, the company felt the need to find new opportunities for growth and aggressively look for other markets in which to apply their special chemical examination. In the process, however, the company has lost its sense of self. "If we do not image the company, then what are we?" was a critical question raised by the director. The case was heard as a Fuji successfully shifted from analog to digital images and as CEO must now think about the search for the "second pillar". "Hide
by Giovanni Gavetti, Yaichi Aoshima, Mary Tripsas Source: HBS 32 pages. Publication Date: Mar 07, 2007. Prod. #: 807137-PDF-ENG
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