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Braun Syncro Shaver, (A) & (B)
DMI is proud to introduce a major new addition to the DMI case study collection, Braun: The Syncro Shaver, (A) and (B). Written by Dr. Karen Freeze, DMI Senior Research Fellow, the two cases trace the fascinating, behind-the-scenes story of how a new top shaver was developed.
As the A Case opens, Braun is developing a new shaver that it hopes will reverse its declining market share in men’s shavers. At the same time, another team is developing an innovative automatic cleaning device that could dramatically differentiate the new shaver from the competition. At issue is whether to adopt the risky strategy of “marrying” the two projects with the goal of creating a revolutionary, break-through product. The debate generates questions about product strategy, new product design and development, and market analysis.
The B Case takes place two years later. Braun has now developed a revolutionary new shaving system and is struggling over how to communicate its benefits to the market. The most novel feature, an automatic cleaning center, is not quite yet debugged, which adds to the concerns of those who believe that the new shaver, outstanding in itself, should be launched solo, leaving the cleaning center as an attractive accessory. Others believe that Braun needs to offer more than “just” a new shaver—how they launch and market this new product around the world may play a critical role in the fate of the Braun brand.
Together, these two cases show what it takes to develop a successful, innovative product, and the challenges in how to communicate the essence of a product and a brand to the marketplace.
Most DMI case studies are distributed worldwide by Harvard Business School Publications. To purchase this case, please visit the Harvard Business School Publishing Web site. These case studies can be ordered directly from HBSP using these numbers:
Braun: The Syncro Shaver (A) Case — DMI017
Braun: The Syncro Shaver (B) Case — DMI018
Braun: The Syncro Shaver (A) and (B) Epilogue — DMI020
Teaching Note — DMI019 (Page Restricted to Educators)
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