Black & Decker: The Spacemaker Plus Executive Summary Case StudyBy 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.
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.
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