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Black & Decker: The Spacemaker Plus Executive Summary Case Study

By Roxanne Guilhamet, Research Fellow, Design Management Institute;
Karen J. Freeze, Senior Research Fellow, Design Management Institute

Examines how Black & Decker was challenged to reposition a number of household products it had acquired with GE's Housewares division. In particular, the Spacemaker Plus was too bulky, and needed a total redesign in order to live up to its name. The management team used design to minimize the apparent bulk of the product, as well as to position it at the high end of the market. Among the concepts considered is the development of a line of products that will work together. Product development was focused on responding rapidly with new features to meet the needs of the market.

Keywords: Case Study or Method, Household Appliances, Product Line Policy, Corporate Strategy, Product Design, Product/Service Positioning, Consumer Products

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: 9-996-022.

This document was last updated December 2, 1996.

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All material Copyright © 1996 by the Design Management Institute. All rights reserved.

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