Jim Continenza, Kodak CEO: Reinventing a brand

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“We were losing about $160 million a year. We burned through our cash and we had to make some changes. I don’t mean a financial restructuring. I mean transformation of the business. It’s a skill and an art. I asked, ‘What does Kodak do today?’ and I couldn’t get an answer. And I thought we had to get our identity back. What are our skills? What do we do?” Leanna Byrne speaks to Jim Continenza, chief executive of Kodak, the company that once dominated photography and became one of the world’s most recognisable brands. The rise of digital photography helped trigger one of the most dramatic corporate collapses of its era, leading to Kodak filing for bankruptcy in 2012. Jim joined the company’s…