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Nautech: The Autohelm SeaTalk Tridata Navigational System Executive Summary Case Study

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

A manufacturer of nautical navigation systems faced market saturation and slowing sales in the early 1980s. The company needed to diversify into growth areas where it could take advantage of its strong reputation and its technological expertise. A line of navigational instruments was proposed that would be linked together as part of a new product family. Issues include developing a novel serial data link to allow data to be shared between units without additional cost, ensuing that the products would be easy to operate and read, and creating an addition to the product line only six months before the scheduled launch.

Keywords: Case Study or Method, Corporate Strategy, Product Development, Product/Service Positioning, Product Line Policy, Design as Strategic Resource, Technology and Innovation, Consultants & Design Management

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: 9-996-029.

This document was last updated December 2, 1996.

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