Product details

This is the second of a two part case series (584-022-1 & 584-023-1). The A case study concerns the role and management of design in the development and launch of a plastic jug shaped kettle. The kettle represents a rethink of the function, form, and materials of the traditional electric kettle and thus confronts consumers with a new and unfamiliar visual identity. The specific teaching objectives are (i) to introduce the student to the importance and potential of design as a management function, (ii) to promote understanding that design is an interdisciplinary, teamwork activity, (iii) to facilitate recognition that industrial and engineering designers must work together to generate innovative design concepts and solutions which are based sensitively on the relationship between the product and the user, and (iv) to demonstrate how innovative design can facilitate the penetration of strongly traditional markets. This case deals with events after the product has been launched.