Inside Dyson's

Topics: Vacuum cleaner, Innovation, Dyson Pages: 3 (562 words) Published: October 19, 2014
IAE D’ORLEANS

« Inside Dyson » : a distinctive
company ?

By Joris Hariot, Louis Haurant, Stephen Moreau
and Antoine Suzzoni

1) Using frameworks from the chapter, analyse the strategic capabilities of Dyson. For the question, we use the VRIN model. So, at Dyson, there are two values: -

The first one concerns the fact of including on the market quality product and not cheap products.

-

The second value is the fact of being always in the research of innovation like vacuum, hand dryers or washing machine.

After, for the rarity, at Dyson, several things are rare in this market to be begun with the design which has to differ from others allowing to be recognized. Then, colors are unique because they are new colors of police, the workers also because they are varieties of different workers with the very experimented, newly-graduated giving new ideas of innovative products ( fresh-thinkers). The rarity is also at the level of the innovation of all compartments (that is engineering, design or the both together).

At Dyson, what is inimitable they are advertisements with James Dyson himself but also the currency “Thinking, Testing, Breaking, Questioning” is inimitable and without forgetting the fact that it keeps for him the secret of its success.

Finally, what are non-substitutable there are James Dyson’s ideas simply.

2) To what extent do you think any of the capabilities can be imitated by competitors?

According to use, all the capabilities can be imitate excepted someone maybe, in spite of the fact that a protection is ready allowing to keep the secret of success but finally manufactures were reticent to “that technology could be transfered to vacuum cleaners and be patented”, so probably the one thing which could not be imitated by competitors. To avoid it, it’s ceaselessly necessary to innovate and to be one step ahead on the competitors of the market.

The collaboration with Issey Miyake could leak so possible but difficult to combine...
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