Product details

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Published by: The Design Management Institute
Originally published in: 1998
Version: 1 January 2000

Abstract

How does one determine the size of a ''window of opportunity?'' How does one determine what kind of risk is appropriate? Braun''s new plaque remover is almost ready to be approved for manufacture and scheduled for launch, but toothpaste is still eating away at the tiny gears in the toothbrush head. Given the imminent launch of its formidable competitor into Europe, Braun wants to enter the market as soon as possible with what it believes is otherwise a superior product. Should Braun launch as planned, knowing that it will correct the gear problem shortly, or should Braun delay the launch until the problem is 100% solved? Some members of management, trusting Braun''s engineers, tend toward the former, given the apparently small window of opportunity, whereas Ms Valiaho, Project Manager, favors the latter. At this intersection of technology, design, and marketing, students are challenged to struggle with how to make such a decision. They are also encouraged to think about how product strategies, implicit or explicit, influence management decisions.
Location:
Industry:
Other setting(s):
1985-1989

About

Abstract

How does one determine the size of a ''window of opportunity?'' How does one determine what kind of risk is appropriate? Braun''s new plaque remover is almost ready to be approved for manufacture and scheduled for launch, but toothpaste is still eating away at the tiny gears in the toothbrush head. Given the imminent launch of its formidable competitor into Europe, Braun wants to enter the market as soon as possible with what it believes is otherwise a superior product. Should Braun launch as planned, knowing that it will correct the gear problem shortly, or should Braun delay the launch until the problem is 100% solved? Some members of management, trusting Braun''s engineers, tend toward the former, given the apparently small window of opportunity, whereas Ms Valiaho, Project Manager, favors the latter. At this intersection of technology, design, and marketing, students are challenged to struggle with how to make such a decision. They are also encouraged to think about how product strategies, implicit or explicit, influence management decisions.

Settings

Location:
Industry:
Other setting(s):
1985-1989

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