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Texas Instruments: The Voyager Executive Summary Case Study

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

Examines how a long-standing leader in electronic educational toys faced an absence of new products and a declining base of old products. Only a major reorientation of strategy, accompanied by innovative new products, could reverse the downward slide of the division. The response was to draw upon proprietary speech-recognition technology previously developed at Texas Instruments to develop a new type of interactive educational toy for five-to-nine-year-old children. TI worked with leading consultants to determine the new toy's form. Issues include collaboration of design and marketing, collaborating with consultants on innovation, emphasis on end-user testing and ergonomically based design, and integration of new technology.

Keywords: Case Study or Method, Technology and Innovation, Consultants & Design Management, Interdisciplinary Prod. Develop., Consumer Products, Human Factors Research, Product Development, Marketing Research

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: 9-996-033.

This document was last updated December 2, 1996.

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