Film Innovation Levitt Management 
Harvard Business Review
SEPTEMBER 13, 2012
No doubt some people were surprised by this filing, because they grew up at a time when bright yellow boxes of film accompanied every family vacation and celebration. Central among them was that Kodak was late to recognize that it was not in the film and camera business: it was in the imaging business.
Harvard Business Review
OCTOBER 15, 2015
I would venture to suggest that this extra factor is the fact that managers in incumbent firms do not focus on their product’s “job-to-be-done.” As HBS’s Ted Levitt pointed out decades ago, people don’t want to buy a quarter-inch drill; they want something that will make a quarter-inch hole.
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