The most emblematic example of this lethargy is the American corporation Kodak, icon of photography that filed for bankruptcy in January. The company was the first to develop a digital camera, in 1976, but took 25 years to take the business opportunity seriously. “The signs of the fire are familiar to everyone: loss of clients, diminishing margins and market share. But executives tend to blame a succession of bad breaks instead of attacking the internal problems,” says Alfredo Pinto of the consulting firm Bain & Company.

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