James Dyson: The Engineer Entrepreneur

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Case Details:

Case Code : LDEN054
Case Length : 21 Pages
Period : 2000-2007
Pub Date : 2008
Teaching Note : Available
Organization : Dyson Appliances Ltd.
Industry : Electricals & Electronics
Countries : UK; Europe: USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Dyson - Behind The Success

His Inspiration
Dyson realized that problems were inevitable and that people invariably get irritated with things that are cumbersome to use in life. Dyson's frustration with the vacuum cleaner he used in his house gave him the inspiration to invent the world's first ever cyclonic vacuum cleaner...

On Innovation
Dyson came in for a lot of praise for the way he brought innovation and improvement to already existing products. Some analysts considered his vacuum cleaner one of the marvels of engineering...

Leadership and Entrepreneurship Case Studies | Case Study in Management, Operations, Strategies, Leadership and Entrepreneurship, Case Studies

A Clever Marketer
Despite the vacuum cleaner market being flooded with several well-known brands, Dyson saw an opportunity in the complacency of the existing players in the market, where others did not...

Management Style
Unlike the stereotypical organizations, Dyson had a flat organizational structure. He believed in direct communication and avoided communicating with others through e-mail or on the telephone...

The Dyson School of Design Innovation

Dyson had for long lamented the fact that engineers did not get the respect due to them in the UK. He felt that people viewed engineers as people who merely repaired machines and not as people who innovated and designed products such as airplanes...

The Road Ahead

As of end 2007, Dyson had created a business that had a presence in around 45 countries across the world. It was a well-established brand with sales of 514.7 million and a net worth of over 1 billion...


Exhibit I: A Photograph of James Dyson
Exhibit II: Awards and recognition for dyson & his company
Exhibit III: G Force and First Dyson
Exhibit IV: Dyson Range of Products
Exhibit V: Dal's Integrated Approach to Designing

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