Managing Automation - March 2009 - (Page 37) or many manufacturers, it’s the shape of things to come that matters most. Identifying and acting upon the next big idea that turns into the next big-selling product is top of mind, especially in high-tech and consumer product goods industries, where product lifecycles are short and supply lead times can be long. Finding the perfect — and profitable — balance between these two conditions is of the utmost importance because making and selling too much of the wrong type of product isn’t good for business. Take Kodak, for example. Several years ago, when it was trying to transition its business from a chemical company that makes film to a consumer electronics company, it heavily promoted an inexpensive digital camera with docking station for printing. As a result of its marketing effort, the cameras Photo: Carlos Martinez
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