Subject Index
 

In this article, Experian's Richard Jenkings argues that an economic downturn could prove to be the catalyst for a number of major trends in big-box electrical retailing. A recession could mean the in ...

Sony was caught flat-footed when the TV category shifted to flat panel. An also-ran with no production capacity, it was forced to produce the Bravia on the same line as Samsung in its attempt to overc ...

This Bronze Award-winning campaign for Aqua Optima water filter cartridges aimed to transform the fortunes of a brand at risk of extinction in a sharply declining market. The objectives were to streng ...

This short article provides an overview of the domestic appliances sector, including a summary of recent market trends in terms of its overall media split, and the adspend of most of the major players ...

This 2004-06 campaign looked to position Sunbeam as a credible coffee-machine brand. Previous advertising had failed to make an impact, and there was a belief that only European coffee machines, from ...

Sales of Brita's water filtration system were at a standstill, at least partly due to the popularity of bottled water and in-line systems. In response, Brita decided to focus all its resources on the ...

At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign. Sony knew that as electronic technology continued its rapid p ...

During the second half of the twentieth century the Tokyo-based Sony Corporation developed a reputation as a global leader in consumer electronics, thanks to its numerous iconic products, such as th ...

Japanese electronics company Sharp Corp. had experienced limited success in television manufacturing and was a lackluster brand in the United States until a change in leadership in the late 1990s resu ...

In September 1998 Dirt Devil, Inc., a subsidiary of Royal Appliance Manufacturing Company, introduced the Swivel Glide Vision, a bagless upright vacuum with a unique see-through container. A new telev ...

Dirt Devil, Inc., a subsidiary of Royal Appliance Manufacturing Company, generated free publicity for itself with its innovative and controversial "Fred Astaire" advertising campaign. In ...

The third-largest manufacturer of consumer electronics, the Dutch company Koninklijke Philips Electronics N.V. was a well-known and respected firm in many parts of the world. The maker of such diverse ...

After experiencing years of success in Europe, the high-priced, British-made Dyson vacuum began appearing in the United States in 2002 during a time of recession and a waning U.S. vacuum industry. Nev ...

Australian coffee consumption has grown by 65% in the last decade. Sunbeam was one of the brands appearing on the rich tapestry of coffee drinking, but while it was well known as a company that made a ...

Whirlpool has been in Europe for 16 years, and in that time it has gone from an unknown name to become the leading white goods brand across Europe. The strategic investments it has made in innovation, ...

The benefits of water filtration sometimes can’t be seen, but BRITA consumers have trusted BRITA to be the custodians of their drinking water for the past 40 years. As the original inventor of jug wat ...

The world's appliance manufacturers output an extensive range of consumer household devices. These include electric and non-electric cooking equipment such as stoves, ranges, and ovens (including micr ...

This paper covers establishments primarily engaged in the retail sale of electric and gas refrigerators, stoves, and other household appliances, such as electric irons, percolators, hot plates, sewing ...

This paper covers establishments primarily engaged in manufacturing vacuum cleaners for household use. The paper provides a snapshot summary of the industry in the US, with additional sections on its ...

This paper covers establishments primarily engaged in manufacturing electric housewares for heating, cooking, and other purposes; and electric household fans, except attic fans. Important products of ...

This paper covers establishments primarily engaged in manufacturing laundry equipment, such as washing machines, dryers, and ironers, for household use, including coin-operated equipment. The paper pr ...

This paper covers establishments primarily engaged in manufacturing household refrigerators and home and farm freezers. The paper provides a snapshot summary of the industry in the US, with additional ...

This paper covers establishments primarily engaged in manufacturing household electric and nonelectric cooking equipment, such as stoves, ranges, and ovens, except portable electric appliances. This i ...

The Evinrude E-Tec 2>4 campaign was launched at a time when boaters had accepted the notion that their outboard engine would forever feature 4-stroke technology. The 2>4 campaign not only shattered th ...

Since its launch in 2002, Dyson had achieved tremendous growth and risen to the number four position in its category in the US. This was quite a feat, as vacuums had been toiling for years as a low-in ...

This case study describes an advertising campaign to promote and launch an innovative new floorcare appliance called Lift-Off to the UK retail trade and consumer markets. The agency was was tasked wit ...

Have you been involved in multi-country innovation research? Or ever wished you had? Do not let the hurdles of such studies hold you back, but instead make it a smart process. Inspire the innovations ...

In 2002, Dyson was an unknown, foreign entry into the vacuum category. Coming from the UK, it found in the U.S. a low-involvement, highly saturated category whose margins were sliding under retailer p ...

In order to bring consumer insights into the organisation and create involvement there is a need to move away from the notion that consumer insight is, and should be something that only interests cons ...

At the start of 2001, Flymo, a market leading brand, was under threat from a number of sources. ‘Hover collect’, a category Flymo had invented, had lost over 25% of its market share. Lack of brand sup ...