Dyson's marketing sensation: How clever use of the press drove vacuum cleaner success

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

We scan the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.

Findings

In recent years researchers have been examining the marketing strategies of entrepreneurs to discover the elusive secret of their marketing success. Entrepreneurial businesses are limited in their resources for marketing in comparison with larger organizations, but their need for commercial success is vital to their survival. A recent case study of the Dyson phenomenon looks at how Dyson appear to have arrived from nowhere to dominate the vacuum cleaner market overnight without the assistance of conventional advertising.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2005), "Dyson's marketing sensation: How clever use of the press drove vacuum cleaner success", Strategic Direction, Vol. 21 No. 2, pp. 17-19. https://doi.org/10.1108/02580540510576679