Considers the entire product development process for the premiere of the 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 that are suitable for the top of the mass market. At an early stage in the process, the company must decide which of the plastic for a new coffee maker, analyzing the many consequences of this decision. At stake is the reputation and image in the face of their kitchen appliances. "Hide
by Karen J. Freeze Source: Design Management Institute 31 pages. Publication Date: 01 January 1990. Prod. #: 990001-PDF-ENG
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