Dyson Case Study

by Deepali Bhatkar
Dyson Appliances Ltd. and its Approach to Innovation
“As long as we continue to innovate and produce products that have better features and work
better, we can compete. Our only chance for survival is better engineering.”1

James Dyson (Dyson), Founder Dyson Appliances Ltd., in 2004.

“Good design is determined by good engineering... I take Edison’s iterative approach to
developing technology; the step by step testing of ideas. It’s painstaking, but ultimately rewarding.
It’s the only way to get something right.”2

Dyson.
“Entrepreneurs like Dyson have a zeal for developing new concepts and products, demonstrating
an orientation towards innovation rather than a slavish acceptance of what customers say they
want.”3
David Stokes and Nicholas Wilson, authors of the book, Small Business Management
and Entrepreneurship,
  What were the economic, strategic and competitive aspects that helped in Dyson’s robust
growth/worked out in its favour (do not include ‘people & culture’ aspect in this answer

Economic –
• Focused on innovation & creativity ,
• aimed to encourage the youth in the UK to take up engineering, to create high-tech jobs and money

Strategic –
• Unique engineering innovation
• High end products manufactures in Asia Patent, creativity & freedom of employees

Competitive-
• Less treat because its difficult to form R&D innovation for competitors.
• Hard to compete brand presence and its product quality
   Are there any parallels between Dyson and PVR’s innovation environment or journey?
If not- what can PVR learn from Dyson?. If yes-cite examples & further explain what can
PVR learn from Dyson

Yes, there are few pointers are parallels between Dyson and PVR,s innovation or
journey as follows :
• Creating Values
• Team work
• Getting Media Exposure
• Differentiate Yourself From The Market
• Build On Your History
• Premium brand, and high quality
• Adopting new technology
• Innovation
• Think long-term: embrace and encourage failure.
• Persevere and be rewarded. .
• Risk taking attitude
• Liberty of decision making (Ownership attitude)
   Are there any parallels between Dyson and PVR’s innovation environment or journey?
If not- what can PVR learn from Dyson?. If yes-cite examples & further explain what can
PVR learn from Dyson

Learning from Dyson as follows :

• Since PVR is already doing it by taking employees feedback still its good learning from Dysons where he
encouraged all his employees to come out with creative ideas since he felt that acreative idea could come
from anywhere.Where PVR can take feedback ,suggestions from all the level of employees in the
organization. Everybody wants to be innovative; many companies and ideas are proclaimed to be innovative
and
No one doubts that innovation is a money-spinner. And, thus, we are all looking for the magic formula. Well,
here you go: Creativity + Iterative Development = Innovation
   What steps did Dyson take to create and foster a culture of innovation and research among his employees?
What learnings can be implemented at the cinema level and at a macro level to create such an atmosphere?

• Dyson also developed a culture of innovation at DAL. The engineers and the design staff worked together. He
encouraged all his employees to come out with creative ideas since he felt that a creative idea could come from
anywhere. The new recruits too were encouraged to come out with innovative ideas. The engineers and design
staff at DAL adopted an integrated approach to design and development of new products which involved making
incremental changes at every step.Everybody wants to be innovative; many companies and ideas are proclaimed
to be innovative and no one doubts that innovation is a money-spinner. And, thus, we are all looking for the magic
formula. Well, here you go: Creativity + Iterative Development = Innovation

Learnings can be implementated at Cinema & macro level to create Dyson atmosphere :
• Have Clear Mission and Values
• Be Transparent
• Easy accessible Leaders Who Are Present and and can be Accessible
• Hire People Who Understand and Believe in companys Mission
• Commit to Diversity
• Leverage Team Members' Strengths.
Thank You