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  3. Kodak’s decision to file for bankruptcy(破产)protection is a sad, though not unexpected, turning point for a leading American corp

Kodak’s decision to file for bankruptcy(破产)protection is a sad, though not unexpected, turning point for a leading American corp

admin2019-03-20  52
问题     Kodak’s decision to file for bankruptcy(破产)protection is a sad, though not unexpected, turning point for a leading American corporation that pioneered consumer photography and dominated the film market for decades, but ultimately failed to adapt to the digital revolution.
    Although many attribute Kodak’s downfall to " complacency(自满)," that explanation doesn’t acknowledge the lengths to which the company went to reinvent itself. Decades ago, Kodak anticipated that digital photography would overtake film—and in fact, Kodak invented the first digital camera in 1975—but in a fateful decision, the company chose to shelf its new discovery to focus on its traditional film business.
    It wasn’t that Kodak was blind to the future, said Rebecca Henderson, a professor at Harvard Business School, but rather that it failed to execute on a strategy to confront it. By the time the company realized its mistake, it was too late.
    Kodak is an example of a firm that was very much aware that they had to adapt, and spent a lot of money trying to do so, but ultimately failed. Large companies have a difficult time switching to new markets because there is a temptation to put existing assets into the new businesses.
    Although Kodak anticipated the inevitable rise of digital photography, its corporate(企业的)culture was too rooted in the successes of the past for it to make the clean break necessary to fully embrace the future. They were a company stuck in time. Their history was so important to them. Now their history has become a liability.
    Kodak’s downfall over the last several decades was dramatic. In 1976, the company commanded 90% of the market for photographic film and 85% of the market for cameras. But the 1980s brought new competition from Japanese film company Fuji Photo, which undermined Kodak by offering lower prices for film and photo supplies. Kodak’s decision not to pursue the role of official film for the 1984 Los Angeles Olympics was a major miscalculation. The bid went instead to Fuji, which exploited its sponsorship to win a permanent foothold in the marketplace.
Why does the author mention Kodak’s invention of the first digital camera?
选项 A、To show its early attempt to reinvent itself.
B、To show its effort to overcome complacency.
C、To show its quick adaptation to the digital revolution.
D、To show its will to compete with Japan’s Fuji Photo.
答案A
解析 推理判断题。文章第二段一开始指出，尽管很多人将柯达的衰落归因于它的“自满”，但是这个解释掩盖了柯达公司为了改造自己而做出的长期努力。接下来作者用柯达发明了第一台数码相机来例证柯达在自我改造上的尝试，A)“为了表明它早期为了改造自己所做的努力”符合题意，故为答案。赫点睛：B)“为了表明它为了克服自满所做的努力”和D)“为了表明它愿意与日本的富士胶片竞争”均和原文意思不符，故排除；第一段最后一句指出，柯达公司最终未能适应数字化革命这一发展趋势，因此C)“为了表明它快速适应数字化革命”在语义上与之相悖，可以排除。
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大学英语四级

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