Black & Decker: Serious Tools For Serious Projects campaign

"Black & Decker virtually stumbled across the opportunity in mid-priced tools in the summer of 1991," wrote Susan Caminiti in Fortune magazine.

Black & Decker: Serious Tools For Serious Projects campaign

Judson Knight

Overview

"Black & Decker virtually stumbled across the opportunity in mid-priced tools in the summer of 1991," wrote Susan Caminiti in Fortune magazine. At the time the Japanese competitor Makita, as well as Craftsman by Sears, had severely undercut the company's dominance of the U.S. do-it-yourself power tool market.

Having expanded into home appliances, Black & Decker had shifted its focus somewhat from the arena in which it had built its reputation as a company. Aware that it was losing market share quickly among do-it-yourselfers, a group...

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