1 Evaluate Fujis transition from analog

1. Evaluate Fuji’s transition from analog photography to digital imaging. How did the firm’s identity as an “imaging company” versus “film company” influence its behavior?

Establishing a certain identity of a firm is crucially important especially for the companies in the need of change. It not only defines the basic reason of company to exist and thrive but also suggests the path that a company must take in order to achieve a certain goal or vision. Fuji’s transition of redefinition of the firm’s identity had changed the way the company views and responses to the environmental shifts that surround the industry, where the systematic approach to information was changing from ‘analogue’ to ‘digital.’ As the slogan of the company at the time, “Imaging and Information”, may suggest, Fuji decides to evolve into a company where the whole producing process leads to a somewhat value-added consequences that convey more information. And this broadened concept of the firm’s identity was followed by an aggressive effort of transformation;