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Question 2 (30 marks) The case above discusses design and innovation at Dyson Appliances Limited (DAL). As a purchasing manager, analyse the various appropriate assessment criteria and provide advice on which you would follow for the Dyson Airblade. Read the case study below and answer the questions that follow. Dyson Appliances Ltd. and its Approach to Innovation This case discusses the innovation principles and processes adopted by Dyson Appliances Limited (DAL), a market leader in the vacuum cleaner market. Experts felt that product design was a core competency at DAL and the innovative designs of its product had enabled it to command a premium price in a market that was previously known for price discounting. According to analysts, DAL's constant focus on innovation had led to its cornering a market share of 32 percent and 46 percent in the US and UK vacuum cleaner markets in 2008. Analysts attributed the success of the company to the innovation principles and processes institutionalised by DAL's founder James Dyson (Dyson). They felt that Dyson was the source of innovation at DAL. He is himself widely known as the inventor of the first bag less vacuum cleaner (DC01, DAL's first product) that took the vacuum cleaner market by storm in the early 1990s. Since then, he and his team had churned out innovative models of vacuum cleaners that had helped DAL gain a market leadership position. In addition to vacuum cleaners, its other