CASE STUDY- CHAPTER 2

Producing a successful product or service: a case study -

James Dyson

In 1974, James Dyson, an unknown industrial designer decided to become an entrepreneur

starting a business with his sister and her husband to make the Ballbarrow. This was the first
significant update of the wheelbarrow since the medieval era. Dyson's innovation used a plastic
ball instead of a wheel for easier manoeuvrability. Like nearly all of Dyson's inventions, the idea
for the Ballbarrow was driven by personal frustration, because his wheelbarrow kept getting
stuck in the mud when he was working in the garden.

In the late 1970s, Dyson had the idea for an innovative vacuum cleaner that would not lose
suction as it picked up dirt. Five years and 5,127 prototypes later, the 'G Force Dual
Cyclone' arrived and revolutionised the vacuum cleaner market. James Dyson offered his
invention to major manufacturers. However, no manufacturer or distributor would launch his
product as it would disturb the valuable cleaner-bag market worth $500 million every year, so
Dyson launched it in Japan in 1986 selling direct to customers through catalogues. The G
Force quickly emerged as a cult favourite, despite its rather high price tag. Dyson was forced to
sue other companies for patent infringements, and the cases dragged on for years and nearly
bankrupted him.

After failing to sell his invention to any major

manufacturer, Dyson was forced set up his own manufacturing company and in June 1993
opened his first research centre and factory in the UK.

Dyson products quickly began to dominate markets around the world, becoming the largest
selling upright vacuum cleaner in Western Europe, The USA and Australia. Naturally, following
CASE STUDY- CHAPTER 2

the success of the 'bag less' technology other major manufacturers began to market their own
versions, some copying aspects of Dyson's cyclonic vacuum cleaners. Dyson sued Hoover UK for
patent infringement and won around $5 million in damages.

The company continues to expand, experimenting with new ideas and technologies (see
the Dyson web site for details of their products). In 2006 Dyson launched a fast and hygienic
hand dryer, using a 400 kmh. stream of air.

A further development of Dyson's new air technologies is the innovative series of Air Multiplier
fans using new design to draw in air and amplify it up to 18 times, producing an uninterrupted
stream of smooth air with no blades or grill. Dyson continues to be one of the innovative
manufacturers in the world.

1. Define the terms:

a. USP
b. Entrepreneur
2. Explain why Dyson wanted to set up his business.
3. Analyse the problems that start-up businesses, such as Dyson face.
4. Discuss the importance of protecting intellectual property rights for high technology
companies like Dyson.

Also see: World News/James Dyson