Dyson Appliances Ltd. and its Approach to Innovation

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Case Details:

Case Code : OPER087
Case Length : 27 Pages
Period : 2000-2009
Organization : Dyson Appliances Ltd.
Pub Date : 2009
Teaching Note :Not Available
Countries : UK; Europe; US
Industry : Electricals & Electronics

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"As long as we continue to innovate and produce products that have better features and work better, we can compete. Our only chance for survival is better engineering." ¹

- James Dyson (Dyson), Founder Dyson Appliances Ltd., in 2004.

"Good design is determined by good engineering... I take Edison's iterative approach to developing technology; the step by step testing of ideas. It's painstaking, but ultimately rewarding. It's the only way to get something right." ²

- Dyson.

"Entrepreneurs like Dyson have a zeal for developing new concepts and products, demonstrating an orientation towards innovation rather than a slavish acceptance of what customers say they want." ³

- David Stokes and Nicholas Wilson, authors of the book, Small Business Management and Entrepreneurship, in 2006.

Yet Another Innovation at Dyson...

What could be 10 times faster than a Boeing 747 aircraft engine, five times faster than a Formula 1 engine, and over twice as fast as the industrial milling machine? The answer - the digital motor developed by Dyson Appliances Ltd. (DAL) in 2009.⁴ The digital motor was DAL's latest innovation designed especially for the handheld, DC31 vacuum cleaner. James Dyson (Dyson), founder of DAL and renowned engineer entrepreneur, claimed that the digital motor that ran at 104,000 revolutions per minute was the "fastest motor in the world, by a long stretch."⁵

Dyson Appliances Ltd. and its Approach to Innovation - Next Page>>

1] James Dyson, "Engineering the Difference," December 8, 2004.
2] James Dyson, "Better by Design," agenda, Issue 3.
3] David Stokes and Nicholas Wilson, Small Business Management and Entrepreneurship, (Cengage Learning EMEA, Fifth Edition, 2006).
4] "Dyson Unveils 'World's Fastest Motor' in New Vacuum," www.telegraph.co.uk, June 25, 2009.
5] Harry Wallop, "Dyson Unveils 'World's Fastest Motor' in New Vacuum," www.telegraph.co.uk, June 25, 2009.


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