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Dictaphone: Exec Picocassette Portable Dictation Recorder Executive Summary Case Study

By 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.

Keywords: Case Study or Method, Corporate Strategy, Product Design, Product/Service Positioning, Manufacturing Technology, Technology and Innovation, Marketing Strategy, Consumer Electronics

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: 9-996-026.

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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