Sunbeam Case
End of Book Case Studies
16/7/03
3:16 PM
Page 642
end-of-book
End-of-book: Case studies Q 643
case studies 19
Think design and performance— think Sunbeam Café Series
Nicole Stegemann, School of Management and International Business,
University of Western Sydney
The history of Sunbeam dates back to
1883 in Chicago, Illinois, when T J Clark and J K Stewart formed a partnership to manufacture clipping and grooming machinery for horses, later expanding into sheep-shearing equipment.
The Chicago Flexible Shaft Company
In
1910, diversified into small electrical appliances and, with the launch of the Princess
Case 19
Case 20
Case 21
Case 22
Case 23
Case 24
Think design and performance—think Sunbeam Café Series
Bangarra Dance Theatre—The Sydney Swans: a ‘Cousins’ relationship
What happened to Pokémon?
The evolution of café groupies
Dick Smith—the great adventurer
Apple’s renaissance— the agreement that works
electric iron, it laid the foundation for the small electrical appliance industry. The diversification strategy was aimed at offsetting the seasonal nature of the sheep-shearing industry.
In 1914, the company purchased the Australian operation, and the company Cooper Engineering Co.
(CEC) was born. Seven years later, in 1921, the introduction of the Sunbeam brand reflected CEC’s core business shift to electrical appliances.
After World War II, CEC changed its company name to Sunbeam Corporation and it introduced the slogan
‘Best Electric Appliance Made’. The first Australian appliance, the Sunbeam mixmaster, was launched.
Despite the fact that it cost more than an average
Australian’s monthly wage, it was an immediate success.
Within its first 10 years on the market, the Sunbeam mixmaster generated sales in excess of 725 000 units.
In 1950, Sunbeam exported its appliances to
New Zealand. With international exposure, the growing company needed further manufacturing capacity and it acquired a second manufacturing site in the Sydney suburb of Campsie. In 1952,
16/7/03
3:16 PM
Page 642
end-of-book
End-of-book: Case studies Q 643
case studies 19
Think design and performance— think Sunbeam Café Series
Nicole Stegemann, School of Management and International Business,
University of Western Sydney
The history of Sunbeam dates back to
1883 in Chicago, Illinois, when T J Clark and J K Stewart formed a partnership to manufacture clipping and grooming machinery for horses, later expanding into sheep-shearing equipment.
The Chicago Flexible Shaft Company
In
1910, diversified into small electrical appliances and, with the launch of the Princess
Case 19
Case 20
Case 21
Case 22
Case 23
Case 24
Think design and performance—think Sunbeam Café Series
Bangarra Dance Theatre—The Sydney Swans: a ‘Cousins’ relationship
What happened to Pokémon?
The evolution of café groupies
Dick Smith—the great adventurer
Apple’s renaissance— the agreement that works
electric iron, it laid the foundation for the small electrical appliance industry. The diversification strategy was aimed at offsetting the seasonal nature of the sheep-shearing industry.
In 1914, the company purchased the Australian operation, and the company Cooper Engineering Co.
(CEC) was born. Seven years later, in 1921, the introduction of the Sunbeam brand reflected CEC’s core business shift to electrical appliances.
After World War II, CEC changed its company name to Sunbeam Corporation and it introduced the slogan
‘Best Electric Appliance Made’. The first Australian appliance, the Sunbeam mixmaster, was launched.
Despite the fact that it cost more than an average
Australian’s monthly wage, it was an immediate success.
Within its first 10 years on the market, the Sunbeam mixmaster generated sales in excess of 725 000 units.
In 1950, Sunbeam exported its appliances to
New Zealand. With international exposure, the growing company needed further manufacturing capacity and it acquired a second manufacturing site in the Sydney suburb of Campsie. In 1952,