Braun is developing a new top razors, he hopes to change its decline in market share in men's razors. At the same time, another team develops innovative automatic cleaning device, which may differ significantly from the new razor offerings. On the question of whether to "marry" the two projects in order to create revolutionary, breakthrough products. This carries a risk, however: the cleaning device as far from ready, that he may postpone the launch of a new razor to a critical window of opportunity has passed. Why not introduce a new razor by itself, leaving the cleaning device as an accessory? The dispute raises questions about product strategy, new product design and development, and market analysis. "Hide
by Karen J. Freeze Source: Design Management Institute 20 pages. Publication Date: March 24, 2006. Prod. #: DMI017-PDF-ENG
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