𝗜𝗻𝗱𝗶𝗮 𝘃𝘀 𝗔𝘂𝘀𝘁𝗿𝗮𝗹𝗶𝗮

manufactured inexpensive, imitative electronics for other companies. Its leaders valued speed, scale, and reliability above all. Its marketers set prices and introduced features according to what original-equipment manufacturers wanted. Its engineers built products to meet prescribed price and performance requirements. At the end of the process designers would “skin” the product—make it look nice. The few designers working for the company were dispersed in engineering and new-product units, the designers had little status or influence.