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AB Bahco: The Ergo Screwdriver Executive Summary Case Study

By 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.


Keywords: Product Line Policy, Consultants & Design Management, Ergonomics, Case Study or Method, Test Marketing, Product Design, Design as Strategic Resource, Consumer Products

See also the full case study: AB Bahco Tools: The Development of a Design Strategy at a Tool Company



ORDER 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.


This document was last updated December 2, 1996.




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