Eastman Kodak Company, established in 1888, has dominant position in photography industry for most of the 20th century. They developed the first digital camera in 1975, however, due to strong bound to classic film, they choose not to develop digital technology for 15 years. At the time Kodak held 90% of the global film market, and they feared that digital technology could undermine this very profitable market. This mistake leads to bankruptcy in 2012, as other companies, as Canon, Nikon, Sony, Fujifilm, dominated digital photography¹⁾.