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Showdown in the camera sector: Strategies for an industry in decline
Journal of Cultural Marketing Strategy,
6
(1),
6-12
(2021)
Abstract
The emergence of sophisticated mobile camera technology has created major disruptions for the camera industry. Indeed, incremental improvements in smartphone camera technology over the last decade have prompted a steep decline in the sale of Digital Single Lens Reflex (DSLR) cameras. This study reviews the failure of the DSLR camera industry to counter the threats posed by smartphone cameras by embracing an agile approach to business. The paper proposes a conceptual model that appraises the complex environment of the DSLR camera industry and identifies the factors disrupting existing markets. The model will help businesses in this industry to review the threats posed by the challenger industry and enable them to recognise future market opportunities.
Keywords: business agility; VUCA; camera technology; DSLR; smartphone cameras
The full article is available to subscribers to the journal.
Author's Biography
Gagandeep Singh is an assistant professor at the Mittal School of Business at Lovely Professional University, where he is also pursuing a PhD in the area of corporate governance. His area of specialisation is finance and income tax. He has completed his degree in company secretaryship at the Institute of Company Secretaries of India.
Jasdeep Singh Walia is an assistant professor at the Mittal School of Business at Lovely Professional University, where he is also pursuing a PhD in the area of artificial intelligence. His area of specialisation is accounting and strategy. He obtained his master of commerce degree from Guru Nanak Dev University.
