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Sony Corporation: The Walkman WM-109 Executive Summary Case Study

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


Examines how a company with a reputation for innovation faces the problem of differentiating a fourth-generation mature product in a market flooded with imitations and look-alikes. The group leader for Walkmans had two months in which to devise a replacem




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