Marketing Stratégique et Opérationnel

Recent Developments

Now Dyson is back with the commercial hand dryer, called the Dyson Airblade. It dries with a slim jet of air moving at 400 miles per hour. The Airblade doesn' heat the air, so it uses t about 80% less electricity than conventional machines. The dryers are getting rave reviews from early customers. "Everybody loves them," says George Denise, general manager for property manager Cushman & Wakefield at Adobe Systems Inc.' buildings in San Jose, Calif. "They' high-tech. They' s re re unique. They work well. And I' even go so far as to say they' d re fun."

Washing to the beat of opposite drums
Two drums rotating in opposite directions simultaneously are at the heart of the CONTRAROTATOR front-loading washing machine from UK based Dyson. Inspiration for the machine came from Dyson engineers who discovered that 15 min of hand washing got clothes cleaner than 67 min in a washing machines. The two drums simulate hand washing by vigorously flexing fabric and opening the weave to the detergent. In a single-drum front-loading machine, clothing rotates in one direction and winds up bunched and bundled at the bottom of the drum. Clothes need an extended soak in detergent to get clean because of the limited wash action. For the launch of its appliance, Dyson used Advanced Rendering Technology’s (ART) RenderDrive advanced raytracing system to create photographic-quality realizations of the new product’s innovative wash action. Dyson developed a Web site with extensive animation that explains the concept and demonstrates how the Contrarotator’s unique dual-drum system was designed to improve wash results.

Questions
1) Quels sont les facteurs de réceptivité qui contribuent à l’acceptation des innovations chez Dyson ? 2) Quelles sont les sources d’innovation produit chez Dyson ? 3) Quelles sont les différents types d’innovations possibles ? Les innovations sont-elles de rupture chez Dyson ? 4) Pourquoi les