CAN KODAK CUT INTO FUJI'S MARKET SHARE WITH NAGANO PACT?

          In a bit of "marketing one-upsmanship," Eastman Kodak
     Co. will be the Nagano Olympics' official film sponsor,
     "right in the middle" of Fuji Photo Film's home market,
     according to Paul Farhi of the WASHINGTON POST.  Kodak
     secured the rights three years ago by paying $44M to the IOC
     in a deal which also includes exclusive sponsorship of the
     2000 Summer Olympics in Sydney.  Kodak estimates that it has
     about a 10% market share in Japan for film products, and the
     company "has spent the past several years accusing Fuji and
     the Japanese government of practices that lock Kodak out of
     Japan's retail market."  Kodak spokesperson Charlie Smith
     said that the "real test" will come in six months when it
     will be clear whether the Olympic sponsorship "has brought
     Kodak lasting consumer awareness and sales."  Fuji sponsored
     the '84 Olympics in L.A..  Fuji Photo Film USA spokesperson
     Tom Shay said the sponsorship "really gave us a boost and
     accelerated our growth in the U.S." (WASHINGTON POST, 1/26).