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    Don't Just Do Something, Stand There! (Spanish version)

    Moon, Youngme

    • Reference: HBS-F0403A

    • Number of pages: 3

    • Publication Date: Mar 1, 2004

    • Source: HBSP (USA)

    • Type of Document: Article

    • Industry Setting: Household products;Retail trade

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    Description

    Sony's first household robot, AIBO, couldn't do much of anything useful. By reframing AIBO as a pet, the company found a way to capitalize on the product's imperfections and attract an unusually diverse group of new customers.

    Keywords

    Automation Innovation Product development Product positioning Robotics Technology