Kodak reorganizes business structure to focus on digital, printing

Share this content:
Kodak reorganizes business structure to focus on digital, printing
Kodak reorganizes business structure to focus on digital, printing

Eastman Kodak completely reorganized its business structure by aligning itself into two units that will absorb the company's film and photography segment and maximize its digital and print offerings, the company said in a Jan. 10 statement. The announcement comes on the heels of reports that the company may be preparing to file for Chapter 11 bankruptcy protection.

Kodak spokesman Christopher Veronda told Direct Marketing News on Jan. 6 that the pioneering photography company “has transformed [in]to a company that has a majority of its business in the commercial printing markets.”

The new structure puts all Kodak products and services into either a commercial or consumer segment that emphasizes the company's printing products and services and streamlines its traditional offerings. Kodak's two presidents and CEOs, Philip Faraci and Laura Quatela, will oversee the commercial and consumer segments respectively, the company said in a statement.

The commercial segment — which will be managed by three newly appointed presidents — will provide digital printing equipment, consumables and software to the publishing and commercial printing industries, the company said. It will also offer entertainment imaging and commercial film, which were previously part of the company's traditional film and photography segment.

The consumer segment will absorb the former Consumer Digital Imaging Group, as well as three of the traditional film and photography product lines. Kodak named CMO Pradeep Jotwani president of the consumer segment, noting in a company statement that he retains his role as CMO. In his new position as president of the segment, Jotwani will report to Quatela, who works with Faraci in Kodak's newly formed Chief Operating Office.

“As we complete Kodak's transformation to a digital company, our future markets will be very different from our past, and we need to organize ourselves in keeping with that evolution,” said Kodak CEO Antonio M. Perez in a statement. “This new structure simplifies the organization, focuses it more precisely on our consumer and commercial customers, and puts the right people in place to capitalize fully on the tremendous technological capabilities of Kodak.”

When asked if the restructuring was tied to the recent bankruptcy rumors, Veronda said that the new organizational structure "is the outgrowth of Kodak's annual internal strategic review. The management team identified a streamlined and simplified structure as a means to improve Kodak's performance now and in the future."

Veronda said no job cuts are directly tied to the announcement today, but did note that the new structure will help in the ongoing efforts to reduce administrative costs.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above