Strategic elements of Eastman Kodak's successful market entry in Russia

Abstract

Eastman Kodak is a global imaging company with extensive reach and capabilities. This article examines Kodak's entry strategy in Russia. It explains that Kodak was able to succeed through strong personal relations with stakeholders and decisions to invest in local production. Kodak established consumer acceptance through open and frequent communications with their customers. This, combined with a multifaceted marketing strategy, helped them survive the Russian financial crisis. We argue that Kodak's success has been greatly facilitated by a set of policies that include appropriate adaptations of Western marketing and human resources practices. © 2003 Wiley Periodicals, Inc.