READ OUT LOUDTHE STORY BEHIND

BANG & OLUFSEN

SURVIVING IN A NICHE MARKET

BEFORE YOU START….

please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!

Furthermore, it is of course a smart move to associate yourself with these premium brands and thus become attractive to the target group that has the funds to buy Bang & Olufsen equipment.

The risk in focusing too much on design is that you become stuck with an attractive but useless product. “In order to maintain the right balance between design and functionality we employ the ‘Idea Factory’ when

developing a new product. This is a team of technical experts, designers, psychologists and architects who evaluate the development of a product from their specific angle. This way we avoid introducing a

product on the market that looks beautiful, but is completely user unfriendly. We have chosen not to have designers in fixed employment. In the ‘Idea Factory ’ there are two to four freelance

designers who each come up with their own proposal. These designers, who also work in other market segments, ensure that we come up with innovative ideas.

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