The Kone Case Executive Summary

EXECUTIVE SUMMARY
In 1996, global construction slumps and low product differentiation in the elevator industry resulted in significant price competition and margin erosion. KONE developed the Monospace elevator that uses revolutionary technologies. It test marketed the product in three European countries with varying degrees of success. KONE was to launch the product as a strategic dominant of the low-rise residential elevator market in Germany, which was its largest country market in Europe and vital to its overall success. …