Case Study

Assignment Instructions:

Research the "Dyson AirWrap. You should do original research to find information on how the company went about the opportunity identification & selection, idea and concept generation. If you cannot find sufficient research, use concepts and frameworks learned in the course to analyze how the company may have approached opportunity identification and ideation phases of developing the new product. Support all analysis with citations from course materials and other sources used. After competing your research write a 2-3 page paper incorporating the following information.

Overview

Provide an overview of the chosen product and the company that developed it. (Product chosen: Dyson AirWrap)

• Explain why this product is interesting and relevant for the study of new product development.
• Conduct research on the company's history, industry leading up to the development of the new product.
• Research their new product strategy/platforms and history of innovation and new product development. Do they have a stated new product strategy? If not, based on the companys history of new product introductions, do they appear to have a strategy and/or platform? Explain your answer. What do you think their strategy and/or platform might be?

Ideation Process

• What market trends or consumer needs did the company identify that led to the development of the product? If you cannot find research on the trends the company identified, research consumer needs and trends that were happening at the time of the introduction that you believe may have led to the introduction.
• Define the consumer want/need that the company was trying to solve with this new product.
• Where there other products on the market at the time that addressed the same consumer want/need?
• Identify any key challenges or opportunities that the company may have encountered.

Idea Generation/Selection

• Discuss the methods or sources the company used to generate ideas for the new product. Did they do consumer research, internal brainstorming sessions, or have any external inputs that played a role in idea generation? If you are not able to find this information, discuss what idea generation methods you might have used if you were responsible for the product launch and explain why.
• If you can find research, describe how the company evaluated and screened potential product ideas.

Sources Cited Page

• Include a complete list of all sources used in APA or MLA format.