[schwinn]

> Retrospectively, Mr. Shih, the former VP of Kodak thinks that the company “could have tried to compete on capabilities rather than on the markets it was in” like Fujifilm did but “this would have meant walking away from a great consumer franchise. That’s not the logic that managers learn at business schools, and it would have been a hard pill for Kodak leaders to swallow.”

It's a classic case study best told in the book, "Who moved my cheese?" Walking away from the consumer business would have been an abrupt about-face and forced a massive shift within the sales and marketing teams... they very people responsible for maintaining the Kodak brand.