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	Kodak case study M/E Ratio™ as a management tool Opportunity selection process "You identified our problem, and our solution, in the first hour!"
	The problem and my assignments Process, methods, and tools M/E Ratio™, an investment in Marketing Results and payback A role model for established companies About Eastman Kodak

M/E Ratio™, an investment in Marketing

The first page of the workbook, and the first overhead, were the Marketing/Engineering Investment Ratio™ data.

The Division head picked up his pencil and drew a line on his handout connecting the dots - from the lower left in the "Failures" grouped at M/E Ratios under 0.1 , to the upper right in "Successes" clustered at M/E Ratios above 1.  He had immediately grasped the positive relationship of the M/E Ratio™ with business success.

The before-and-after Marketing/Engineering Investment Ratio™ (M/E Ratio™) of this Kodak Division is confidential.  In this case, the exact numbers are not important.  Kodak MASD management realized that the source of their problem was an M/E Ratio™ that was fundamentally too low.  They comprehended that the solution involved first raising the M/E Ratio™.  

They took immediate and decisive steps to increase their M/E Ratio™ dramatically.

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