Mitsubishi Electric approached us to help them formulate a global product strategy to design and commercialize the next generation of elevators, taking into account the cultural context and local needs of 10 key markets across the globe.

The challenge

Mitsubishi Electric was faced with a global market for elevators that was complex and changing, due to cultural, technological, and commercial factors. How could a company win increasing market share in such an environment?

Our approach

For almost two years, we partnered with Mitsubishi Electric to research the socio-cultural, aesthetic, and technological factors affecting the elevator provider selection process. We used our global network to gain interviews with the most relevant experts in 10 countries across the globe.

As part of our analysis to inform the product strategy, we also looked into local factors such as the complexity of the decision making and provider selection in order to help Mitsubishi Electric compete more effectively.