Product details

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Case
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Reference no. 9-912-S09
Spanish language
Authors: Karen Freeze
Published by: Harvard Business Publishing
Originally published in: 2012
Version: 1 January 1990
Length: 35 pages
Data source: Field research

Abstract

This is a Spanish version. Examines the entire product development process at a premier German company, focusing on the role of design as a key player in interdisciplinary teams. Braun is embarking on a strategic shift from exclusively high-end products to products suitable for the upper end of the mass market. At an early stage in this process, the company must decide what kind of plastic material is appropriate for a new coffeemaker by analyzing the myriad of implications surrounding this decision. At stake is its reputation and corporate image as represented by its kitchen appliances.
Size:
7,700 employees, USD403.4 million revenues
Other setting(s):
1983

About

Abstract

This is a Spanish version. Examines the entire product development process at a premier German company, focusing on the role of design as a key player in interdisciplinary teams. Braun is embarking on a strategic shift from exclusively high-end products to products suitable for the upper end of the mass market. At an early stage in this process, the company must decide what kind of plastic material is appropriate for a new coffeemaker by analyzing the myriad of implications surrounding this decision. At stake is its reputation and corporate image as represented by its kitchen appliances.

Settings

Size:
7,700 employees, USD403.4 million revenues
Other setting(s):
1983

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