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ERCO Leuchten GmbH: The Axis and Gantry Lighting Systems Executive Summary Case Study

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

Examines how ERCO, a German manufacturer of lighting technology, lighting fixtures, and electronic components, decided to lead the way in exploring a new architectural trend to its fullest. In the early 1980s architects began to reveal functional and structural characteristics rather than conceal them. ERCO decided to explore new lighting structures that would span large open spaces with lightweight materials. The design would be a radical departure from existing lighting systems. Issues include implementing a new engineering design; transforming trends into actual products; and the effective and efficient management of the design process.


Keywords: Case Study or Method, Marketing Strategy, Product Development, Product/Service Positioning, Technology and Design, Design Concept Development, Consultants & Design Management, New Market Entry



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: 9-996-028.


This document was last updated December 2, 1996.




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