At this point, a design firm was retained to turn the winning new hearing aid battery concept into a reality. The difference between this new product and other traditional hearing aid batteries was to be in the application system. The user would simply use the applicator to put the battery into the hearing aid. The [...]
Monthly Archive for May, 2009
A key finding from the observational and focus group research was that hearing aid batteries were difficult for the user to change, although this was an unarticulated problem. Users of hearing aids dealt with this problem all the time, so when they were asked if they had a problem changing their hearing aid batteries, they [...]
The project was given the name ‘‘Gamebreaker.’’ This was indicative of the team’s mission, which was to break all of the rules of the current game and come up with something truly revolutionary. The key internal players included the director of marketing, the head of market research, and experts from the plant that would have [...]
The management of Eveready Battery Company has learned to deal successfully with change. For many years it was a division of Union Carbide. It was acquired by Ralston Purina in the 1980s, and then, approximately three years ago, it was spun off as a separate business under the name Energizer. Throughout all of these changes, [...]