Parker
PARKER : Penning global strategy
Ankita Jain
Hrishikesh V
Nilotpal Sinha
Abhinav Sharma
Great Lakes Institute of Management
November 18, 2011
Caesar had perished from the world of men, had not his sword been rescued by a pen.
Abstract
In this study, we look at two strategies adopted by Parker Pen. The first is a highly successful strategy of product differentiation through technological innovation. The second is an unsuccessful execution of globalization strategy.
1
A brief history of Parker Pen
The Parker Pen Company was born in 1888 when George Stafford Parker tried to repair some fountain pens that were leaking and in the process began to manufacture his own pens. Six years later in 1894, Parker Pen won the patent of the ”Lucky Curve” feed, which was claimed to draw excess ink back into the pen body when the pen was not in use. This technology remained the differentiating factor for Parker pens until the arrival of the Duofold in the 1930s. 1 2
The forty years period ranging from 1920s to the 1960s, in the pre ballpoint pen era, was the golden period of Parker Pen’s reign when it consistently ranked either number one or number two in worldwide writing instrument sales. In 1931 Parker Pen created
1
2
Key words and phrases. Parker Pen, fountain pen, ball-point pen.
This study was conducted for completion of the group project for Strategy Execution.
1
the Quink (quick drying ink) which eliminated the need for blotting and led to the development of the most widely used pen in history Parker 51 which generated over $400 million in sales. A Parker pen stood for quality, prestige, tradition, steadfastness and strength highlighted by the fact that Parker pens were the pen of choice to sign important documents in history such as the World War II armistices.
Parker Pen expanded its business and by 1980s the company had extended up to
154 countries. The company adopted globalization strategy to establish market presence.
However
Ankita Jain
Hrishikesh V
Nilotpal Sinha
Abhinav Sharma
Great Lakes Institute of Management
November 18, 2011
Caesar had perished from the world of men, had not his sword been rescued by a pen.
Abstract
In this study, we look at two strategies adopted by Parker Pen. The first is a highly successful strategy of product differentiation through technological innovation. The second is an unsuccessful execution of globalization strategy.
1
A brief history of Parker Pen
The Parker Pen Company was born in 1888 when George Stafford Parker tried to repair some fountain pens that were leaking and in the process began to manufacture his own pens. Six years later in 1894, Parker Pen won the patent of the ”Lucky Curve” feed, which was claimed to draw excess ink back into the pen body when the pen was not in use. This technology remained the differentiating factor for Parker pens until the arrival of the Duofold in the 1930s. 1 2
The forty years period ranging from 1920s to the 1960s, in the pre ballpoint pen era, was the golden period of Parker Pen’s reign when it consistently ranked either number one or number two in worldwide writing instrument sales. In 1931 Parker Pen created
1
2
Key words and phrases. Parker Pen, fountain pen, ball-point pen.
This study was conducted for completion of the group project for Strategy Execution.
1
the Quink (quick drying ink) which eliminated the need for blotting and led to the development of the most widely used pen in history Parker 51 which generated over $400 million in sales. A Parker pen stood for quality, prestige, tradition, steadfastness and strength highlighted by the fact that Parker pens were the pen of choice to sign important documents in history such as the World War II armistices.
Parker Pen expanded its business and by 1980s the company had extended up to
154 countries. The company adopted globalization strategy to establish market presence.
However
References: [1] http://parkerpens.net/catalogue/parker catalogue 2009.pdf [2] http://www.parkerpen.com/en/discovery/range/iconic/duofold [3] http://www.patricktaylor.com/parker-duofold [4] http://www.vintagepens.com/Parker Vacumatics.shtml [5] http://www.pentrace.net/penbase/Data Returns/full article.asp?id=468 [6] http://parkerpens.blogspot.com/2007/09/advertizing-campaings-that-wentwrong.html [7] http://www.nytimes.com/1993/05/08/business/company-news-gillette-completesacquisition-of-parker-pen.html 10