Dyson Case

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CASE STUDY IV.3
Dyson Vacuum Cleaner: shifting from domestic to international marketing with the famous bagless vacuum cleaner

The Dyson history
It is impossible to separate the very British Dyson vacuum cleaner from its very British inventor. Together they are synonymous with innovation and legal battles against established rivals.
James Dyson was born in
Norfolk in 1947. He studied furniture design and interior design at the Royal College of
Art from 1966 to 1970 and his first product, the Sea Truck, was launched while he was still
Courtesy of Dyson. studying. Dyson’s foray into developing vacuum cleaner technology happened by chance. In
1978, while renovating his 300-year-old country house,
Dyson became frustrated with the poor performance of his conventional vacuum cleaner. Whenever he went to use it, there was poor suction. One day he thought he would find out what was wrong with the design. He noted that the appliance worked by drawing air through the bag to create suction, but when even a fine layer of dust got inside, it clogged its pores, stopping the airflow and suction.
In his usual style of seeking solutions from unexpected sources, Dyson noticed how a nearby sawmill used a cyclone – a 30-foot-high cone that spun dust out of the air by centrifugal force – to expel waste. He reasoned that a vacuum cleaner that could separate dust by cyclonic action and spin it out of the airstream which would eliminate the need for both bag and filter. James Dyson set out to replicate the cyclonic system. Over the next eight years, Dyson tried to license his dual cyclone concept to established vacuum manufacturers, only to be turned down. At least two of these initial contacts forced him to file patent infringement lawsuits, which he won in out-of-court and in-court…...

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