Kodak’s failure to transition from film to digital technology has become a canonical example of a dominant incumbent failing in the face of an industry transition. In this paper, we undertake a systematic study of Kodak’s decision-making from its earliest efforts in digital technology in the...

Today Celebrity Endorsement has become a trend and perceptible as a win-win formula for product marketing and building of a brand. The instrument of celebrity endorsement has nowadays become a universal element in advertising and communication management. We can see that most of the products are...