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Jim Continenza, Kodak CEO: Reinventing a brand

Jim Continenza, Kodak CEO: Reinventing a brand

The Interview vor 1 Monat

Kodak CEO Jim Continenza on giving the fallen photography giant a new identity

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“We were losing about $160 million a year. We burned through our
cash and we had to make some changes. I don’t mean a financial
restructuring. I mean transformation of the business. It’s a
skill and an art. I asked, ‘What does Kodak do today?’ and I
couldn’t get an answer. And I thought we had to get our identity
back. What are our skills? What do we do?”

Leanna Byrne speaks to Jim Continenza, chief executive of Kodak,
the company that once dominated photography and became one of the
world’s most recognisable brands.

The rise of digital photography helped trigger one of the most
dramatic corporate collapses of its era, leading to Kodak filing
for bankruptcy in 2012.

Jim joined the company’s board during the bankruptcy process,
after building a career as a turnaround specialist. He had served
on more than 30 boards, often stepping in when struggling
businesses needed to be reconstructed.

He discusses how he helped to give the company a new identity,
rebuild itself as an industrial manufacturer and brought the
business back from the brink.

The Interview brings you conversations with people shaping our
world, from all over the world. The best interviews coming from
the BBC, including episodes with Google CEO Sundar Pichai and
author Maggie O’Farrell. You can listen on the BBC World Service
on Mondays, Wednesdays and Fridays at 0800 GMT. Or you can listen
to The Interview as a podcast, out three times a week on BBC
Sounds or wherever you get your podcasts. Presenter: Leanna Byrne
Producer: Osman Iqbal Editor: Farhana Haider

(Image: Jim Continenza. Credit: Getty)