Cost Center Development Marketing Strategy Technology 
Harvard Business Review
OCTOBER 12, 2011
It helps students see that Kodak did not understand or invest in the digital technologies that were to sweep away its business, a failure usually attributed to incumbent executive myopia. IT was viewed as noncore, a cost to be outsourced like janitorial services and security. So it had no voice.
Harvard Business Review
FEBRUARY 7, 2018
Vail Resorts remade their entire marketing strategy with a program called EpicMix. Companies looking to exploit the branding potential unlocked by core digital technologies need to make the shift in their engagement with customers — from purchase to usage. In many organizations, marketing comes after product development.
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