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Executives at Black & Decker Corp. challenge managers to design and develop a cordless electric power drill for professionals that will enhance its reputation among that group of users and significantly lift the company's share of that market. Moreover, the new product must have a platform that, with modest changes, will suit both the North American and European markets. Like many such projects, the time line is short. The management challenge is to put together an international team and develop strategies for defining competitive opportunities, refining program objectives, ensuring effective communication, and keeping people focused. Designers--including engineers and product designers--must overcome a series of technical challenges related to the power the drill will deliver, battery location, and ergonomics. Models are a key design tool in the development process and are used to test consumer reactions in both North America and Europe.

Faced with the need to reorganize completely its inefficient advertising art department, the Washington Post's design manager and team introduce new technology while carefully managing critical human resources issues. While downsizing the operation, they integrate typographers and graphic artists into a more effective, higher quality operation that satisfies employees and pleases both customers and management. The case focuses on several decisions the design manager needs to make in the midst of this transition.

Discusses the company's decision.