Some other examples of companies that have been significantly impacted by external factors include Blockbuster, which was affected by the rise of digital streaming services like Netflix; Nokia, which was impacted by the emergence of smartphones; and Borders, which was affected by the rise of e-commerce and digital books. These companies, like Kodak, faced significant challenges due to changes in their macro environment.

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But that's not even the full story. In July 2020, Kodak's shares skyrocketed due to a government loan for the production of Covid-19 drug ingredients. In fact, by this point, the company has tried various avenues for resurgence, which even included cryptocurrencies. All this is to prove the point that the macro environment can easily dictate the direction of any business and spare no one in the process. Depending on the industry, there's a time and place where every business will be confronted by external factors outside their control.

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Macro Environment Analysis

How to respond to the current economic shifts of tariffs and geopolitical changes? Use this Macro Environment Analysis deck to examine the frameworks...

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