AB Bahco: The Ergo Screwdriver Executive Summary Case StudyBy Roxanne Guilhamel, Former Research Fellow, Design Management Institute;
Karen J. Freeze, Senior Research Fellow, Design Management Institute
Focuses on the role of a radically new, ergonomic screwdriver design in the development of a Swedish company's design strategy. Shows how outside design consultants dramatically change an old, conservative company's product development process, and how that kind of change can be rocky and difficult at first. The marketing director and managing director begin to analyze the potential the company has to use design as a competitive advantage and to position itself as a design leader in the tool industry.
See also the full case study: AB Bahco Tools: The Development of a Design Strategy at a Tool Company
This Executive Summary Case Study is available from Harvard Business School Publishing for the price of $2.35 Academic/$5.00 Corporate. The order number is: 9-996-021.
29 Temple Place, Boston, MA 02111-1350 USA
617.338.6380 (voice) or 617.338.6570 (fax) or e-mail email@example.com