Braun AG: The KF 40 Coffee Machine

Case Solution

Karen J. Freeze
Design Management Institute ()

Examines the entire product development process at a leading German company with a focus on the role of design as a key figure in interdisciplinary teams. Braun is making a strategic shift from exclusively high-end products to products that are suitable for the upper mass market. At an early stage in this process, the company must decide which plastic material is appropriate for a new coffee maker by analyzing the myriad implications of that decision. Your reputation and corporate image represented by your kitchen appliances are at stake.

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