Success behind the 30year Relationship
Crown Equipment
Corporation
• Limited Resource-750$
• Bidwell’s belief in in the
Value of excellent design
• RS designers were viewed
as part of the company-
FAMILY
• Say in defining the product
concept
• Mutual Growth
• Confidence
Richardson Smith
• New design firm, thus,
passionate
• Within 3years, Crown
received Design Excellence
Award
• Intimate involvement of
Mr.Dave Smith always
• Zeal to work in detail and
with freedom
• Trust
• Sense of belongingness
 Change in the relationship under the new ownership

• Tom Bidwell successor undecided • Dave Smith would only last a few more years
• Design competitive advantage fading • A more formal approach after acquisition by Fitch

Crown Equipment
Richardson Smith
Corporation