CASE BOSE

Juan Carlos Trujillo Gamboa

 Bose Company Philosophy

■ The Critical to Bose's success was the company

philosophy, itself a reflection of its founder. He
ignored existing technologies and started entirely
from scratch, something not common in product
development strategies.

■ From the beginning, Bose directed all profits back

into research and development, avowing a greater
interest in producing excellent speakers than in
money, and keeping his company privately held.
 Bose Company Perspectives

■ Bose Corporation is engaged in the development,

manufacture, and marketing of loudspeakers,
consumer and professional audio systems,
automobile sound systems, noise cancellation
technology for the aviation industry.
■ The Bose goal is to create products that combine
high technology with simplicity and small size to
create the best possible sound systems that are
easy to use and accessible to all consumers.
Bose Company Values

■ Innovation and technology

■ Teamwork and collaboration
■ Growth
To reach more customers with the benefits of their
technology and to provide opportunity for their
employees.
■ Financial viability
Of the business so that they can self-fund research,
innovation and growth over the long run.
 Question for Discussion

■ 9-18 Based on concepts discussed in this

chapter, describe the factors that have
contributed to Bose’s new producto succes?
First, were the full investment, effort on research
and also the action to take advantage of the
identification that the customers feel for brands.
Also, Bose’s company tries to differentiate to his
competitors by their own product lines with
characteristics that other companies don't have.
 Question for Discussion

■ 9-19 Is Bose’s product development process customer centered?

Explain.
I believe that not at all, because Bose’s product development is centered on a
special technology. For the reason that they develop a technic and then they
search and find the customer with that specific need. An example can be
identifying or recognize and targeting the right customer and that means that
Bose directed these products to higher income customers that want a high-
quality product.
 Question for Discussion
■ 9-20 How is Bose unique with respect to product life-cycle
management?
They don’t need to make more innovations into a product, thus, they are
respecting the introduction that is growth, maturity and decline of products.
Also, the Bose’s company by seeking high quality on their products, they
avoid the product extension.
Question for Discussion

■ 9-21 With respect to the product life

cycle, what challenges does Bose face
in managing its product portfolio?
Some challenges Bose faces in managing
its product portfolio is the fact that many of
Bose's products take a while to hit growth
in the market and there is a lengthy
research process involved with each Bose
product.
 Question for Discussion

■ 9-22 Can Bose continue to maintain its innovative culture without Amar
Bose?
As long as Bose follows Amar Bose’s philosophy and maintains their curiosity in
research and building the perfect product, they should have no reason to forsake
their innovative culture. It is up to the executives at Bose to constantly follow this
tradition, and take steps to constantly push for strategies that spur innovation and
research. Replenishing individuals that have the same passion for research and
innovation as Amar Bose will help the company maintain its traditions