The argument being made is really Levitt&#x27;s marketing myopia argument which at least used to appear in pretty much every Marketing 101 course. [1] The argument is that you should define yourself as a transportation company rather than a railroad (or an energy company instead of an oil company).<p>The problem with this argument is that it doesn&#x27;t always apply very well. Yes, Kodak had distribution channels for photographs. But very little about the company gave it any particular advantage for digital photography from a technology perspective.<p>Somewhat ironically, Fujifilm--notwithstanding some recent success in relatively niche camera products--has largely weathered the post-film era by applying its technology to medical products and the like.<p>[1] <a href="http:&#x2F;&#x2F;academy.clevelandclinic.org&#x2F;Portals&#x2F;40&#x2F;LHC%20Myopia.pdf" rel="nofollow">http:&#x2F;&#x2F;academy.clevelandclinic.org&#x2F;Portals&#x2F;40&#x2F;LHC%20Myopia.p...</a>