Dyson case

Question 1

How do you look back at the opportunistic nature of the internationalization of Dyson?

Answer 1

Dyson’s approach was driven by opportunity rather than structured planning

Question 2

Would it have been better to internationalize faster?

Answer 2

Dyson’s slower approach ensured sustainable growth and innovation

Question 3

What considerations play a role in country selection and in choosing an internationalization mode?

Answer 3

1) Market potential
2) Cultural fit
3) Competition gaps
-> Japan

Question 4

What alternative option did you have for entering the Japanese market, and why did you opt for a Japanese subsidiary/sales office?

Answer 4

Licensing, partnerships, or joint ventures
-> Subsidiary was chosen to maintain control