Dictaphone: Exec Picocassette Portable Dictation Recorder Executive Summary Case StudyBy Roxanne Guilhamet, Research Fellow, Design Management Institute;
Karen J. Freeze, Senior Research Fellow, Design Management Institute
Examines how a company that had been a technological follower in a market decided to become a technological leader and leapfrog over its competition. Dictaphone, a manufacturer of dictation equipment and communications recording systems, had been caught off-guard by the development of the microcassette in 1974. The company decided to form a partnership with JVC, a Japanese company, to develop an even smaller picocassette that would be a showcase for technological innovation. Issues include strategically positioning an expensive, novel product, and using a product to sell a company.
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