Braun Ag: the Kf 40 Coffee Machine
9-990-001
DESIGN MANAGEMENT INSTITUTE
CASE STUDY
Braun AG: The KF 40 Coffee Machine
This case study came from the Case Study Research and Development Program at the Design Management Institute’s Center for Research. The Center conducts research and develops educational materials on the role of design and design management in business success. Case studies, the Design Management Journal, reprints from the Journal, and other educational materials are available from the Design Management Institute Press. Design Management Institute Press The Design Management Institute 29 Temple Place, 2nd Floor Boston, MA 02111-1350 USA Phone: 617-338-6380 Fax: 617-338-6570 Email: dmistaff@dmi.org Web site: www.dmi.org Harvard Business School Publishing is the exclusive distributor of this publication. To order copies or to request permission to photocopy, please call 617-495-6117; in the U.S. call 800-545-7685; or write: Harvard Business School Publishing, Customer Service Dept., 60 Harvard Way, Boston, MA 02163
Acknowledgments: Many thanks to all the people at Braun AG whose generous participation made this case study possible; to Earl Powell, Director of the Design Management Institute, whose ideas and insight enriched the case at various points; to Lisbeth Svengren, University of Lund, Sweden, who contributed to the field research and initial case development; to Karl Ulrich, Massachusetts Institute of Technology, who first taught the case and critiqued it carefully; and to Steven Wheelwright, Harvard Business School, who read and critiqued the early drafts. Karen J. Freeze, Director of Research
This case study was partially funded by the Design Arts Program of the National Endowment for the Arts.
© Copyright 1990 December 1991/Version 2 The Design Management Institute All rights reserved. No part of this publication may be reproduced without written permission. 2
Design Management Institute Case Study
Braun AG: The KF 40 Coffee Machine
“If we’re going
DESIGN MANAGEMENT INSTITUTE
CASE STUDY
Braun AG: The KF 40 Coffee Machine
This case study came from the Case Study Research and Development Program at the Design Management Institute’s Center for Research. The Center conducts research and develops educational materials on the role of design and design management in business success. Case studies, the Design Management Journal, reprints from the Journal, and other educational materials are available from the Design Management Institute Press. Design Management Institute Press The Design Management Institute 29 Temple Place, 2nd Floor Boston, MA 02111-1350 USA Phone: 617-338-6380 Fax: 617-338-6570 Email: dmistaff@dmi.org Web site: www.dmi.org Harvard Business School Publishing is the exclusive distributor of this publication. To order copies or to request permission to photocopy, please call 617-495-6117; in the U.S. call 800-545-7685; or write: Harvard Business School Publishing, Customer Service Dept., 60 Harvard Way, Boston, MA 02163
Acknowledgments: Many thanks to all the people at Braun AG whose generous participation made this case study possible; to Earl Powell, Director of the Design Management Institute, whose ideas and insight enriched the case at various points; to Lisbeth Svengren, University of Lund, Sweden, who contributed to the field research and initial case development; to Karl Ulrich, Massachusetts Institute of Technology, who first taught the case and critiqued it carefully; and to Steven Wheelwright, Harvard Business School, who read and critiqued the early drafts. Karen J. Freeze, Director of Research
This case study was partially funded by the Design Arts Program of the National Endowment for the Arts.
© Copyright 1990 December 1991/Version 2 The Design Management Institute All rights reserved. No part of this publication may be reproduced without written permission. 2
Design Management Institute Case Study
Braun AG: The KF 40 Coffee Machine
“If we’re going