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Strategy Decisions Essay

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“I have not failed. I’ve just found 10,000 ways that won’t work.” — Thomas A. Edison, prolific inventor

The starting narrative to the James Dyson case can be considered by the symbiotic relationship of entrepreneurial vision and innovation, which lead towards the first domestic bagless vacuum cleaner that caused a paradigm shift in vacuum technology to world consumers. The assignment will conduct an analysis from this revolutionary narrative’s starting point and onto its eventual success. This will be discussed further by examining Dyson’s most profound decision making and strategic choices undertaken during the development of his most successful product ranges; brand and current on-going ventures. The research conducted into Dyson will …show more content…

Dyson had created this dislocation through the emergence of a completely new technology which offered a revolutionary, significantly different and improved functionality to vacuum cleaner consumers, which Christensen (1997) would narrowly term as ‘disruptive technology’ in support of Schumpeter’s theory (Markides, 2006).

This above analysis can be considered an economic perspective which argues innovation as the vehicle of growth in capitalist systems. However, it critically evaluated that the radical scale of innovation, if it is successful in the marketplace, constitutes a discontinuity as mentioned - which dramatically alters the established demand and supply conditions. Companies that hold the mature technology see decline in demand for their existing product lines as consumers switch their purchases based on new technology, thus creating new market opportunities; whilst simultaneously damaging and transforming demand in the existing market (Foster, 1986; Utterbeck, 1994). This is supported and evidently clear by Dyson’s product launch of his first bagless vacuum cleaner under his name with the DC01 into the UK market in 1993, which took it by storm. Sales went north face of the Eiger from its inauguration, represented by GFK Lektrak industry research statistics, showing Dyson as market leader by 1997; leaving Hoover and the multi-national rivals looking

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