The objective of the case study is to have students evaluate in a holistic way the inherent complexity of the launching of radical innovations on saturated markets. It notably allows to put forward the industrial, marketing, innovation and design complexities that it implies.
The case can be used:
1 - To identify the diverse elements of the success of Actifry
2 - To apprehend the innovation process of the Groupe SEB
3 - To understand the strategic marketing approach of the Groupe SEB
4 - To test the student's understanding of the basic concepts of marketing (client satisfaction, distribution strategy, market study, the Ansoff matrix, la Reason to Believe, etc.)
5 - Have the students think about the problematic linked to the launching off a new product, and how to keep it on market.
6 - To have the students think in a holistic way:
a. Understand the category
b. Understand the industrial environment (Moulinex bankruptcy etc.
c. Understand the sociocultural environment (national health plans)
d. Understand the internal environment (innovation process, link with design etc.)

Innovation, strategic marketing, radical innovation

The students need to have basic knowledge in strategic marketing and innovation management.

This case can be taught at bachelor, masters of science, specialized masters or MBA students as well as company managers in executive education if they are interested by the management of innovation.

Production small appliances.

Slides pedagogical note actifry case study (23 slides)