Is plaque removal Braun (electronic toothbrush) product under development has a chance against the dominant American player, Interplak? Under the innovative women's project manager, the team came to the Brown decision point, which is made urgent by the recent acquisition of Interplak Bausch & Lomb, a large company with a menacing presence in Europe. Looking at the product development process, "product semantics" of the current design (this is the highest value to communicate to the consumer?) Technical problems have not been resolved, and the pressure to follow the example of Interplak, students need to develop a product strategy that corresponds to the competitive situation and the competence and character company. "Hide
by Karen J. Freeze Source: Design Management Institute 15 pages. Publication Date: January 1, 1998. Prod. #: DMI006-PDF-ENG
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