Companies squeezed by low-cost competitors might be able to learn something from a Danish maker of upscale wastebaskets and soap dispensers.
A version of this article appeared in the January 2008 issue of Harvard Business Review.
Reprint: F0801C
The key to selling well-designed, well-crafted products at high margins is the aesthetic coherence of the company and its goods. Embodying that ideal isn’t easy, but it’s possible if you avoid three temptations.
Companies squeezed by low-cost competitors might be able to learn something from a Danish maker of upscale wastebaskets and soap dispensers.