Hasselblad and the Shift to Digital Imaging

Throughout the 1980s and 1990s, the high-end Swedish camera manufacturer Hasselblad struggled to integrate its product lines with emerging digital imaging technology. Hasselblad´s history illustrates how digital technology emerges in various high-end niche applications and later enters the mainstream markets and displaces incumbents. The Hasselblad case exemplifies how incumbent firms encounter difficulties when such technologies render their skills and products obsolete.