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A Change of Focus for Olympus

One of the world's most respected and established brands in the photography industry has announced their departure from the digital photography market. The business has found itself struggling to compete and recording financial losses for the previous 3 years, in the light of significant technological changes in the market throughout the past decade.

This case study provides students with an excellent example of how technological change can lead to firms having to adjust, or even abandon, well established strategies that had served them well for many years. The rapid growth of the smart phone industry has eroded the market share of standalone digital devices as offered by Olympus and meant that they have now sought to switch their digital technologies towards the more stable microscope and medical equipment markets.

[Click on the image to read the full article on the BBC website]

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