se

ed

dow

sts
da
sed
etw
ed
ed e s
od ed
egic plan, impro
ego
the focus on B& 0s core competence of unique design. This case exploi es the sustainability of ltte new strafepy
in a technologydriven market with major
which develop their own technology, cften dictating the
competitors technology s fardards of the market.

New management in B&0

Technological transition in the market frr

cons er efectrenir s

This case was pr epured Ly Thomas Gullev Lo 1g h i a nd Ft unk Bi urJt KristerJsen, Associate Professors at the Univer city of
Southern Denmark. It is intended as a basis for class discussion and not as an illustration of good or ba d p ractice. O Thomas
Gu Slav Long hi and Frank Brandt Kristensen 2010. Not to be repr od uced or quoted without permission.

70 SUSTAINING THE NAGS AT BAN9 S

OLUFSEN

Narket segment for TV and video

systems

Shop-inShips.
4 Adjust the cost structure in
accordance with mar1et

Changes in product development

Figure 1 BeoVision 1

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