Shell thinks that the likelihood of Shell having the same fate as photo company Kodak is small. “We are thinking a lot about Kodak moments.” Kodak, a long-time powerhouse in photography, proved unable to adequately respond to the rapid development of digital photography and went bankrupt.
Printed below is an English translation of an article published today by the Dutch Financial Times, Financieele Dagblad.
‘I have to make sure that Shell does not become a dodo’

‘We are also a marketing company that serves customers from 45,000 branches. These are more branches than McDonald’s. “Photo: Peter Boer
Bert van Dijk
Shell invests $ 1 billion a year to $ 2 billion in clean energy, but still more than ten times in oil and gas. Does not the mega-concern cope with the same fate as Kodak, the photo company that went bankrupt because it reacted too late to changes in the environment?
A conversation with Jeremy Bentham, head of Shells scenario department.
Bentham (60) is the proud owner of the Dodo. A drawing of the extinct bird is framed in the room of the Shell driver. The internal ‘award’ has been passed on to Shell drivers since 1976 as ‘a warning to us all’, as is shown in the drawing.
Bentham is the eighth ‘custodian’ of the Dodo. ‘It is my responsibility to ensure that Shell does not become a dodo that reacts too late to changes in its environment.’ read more
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