The conception introducing new technology as
systems rather than independent products had been the hallmark
of Edison's business strategies. The design and marketing of
the Edison incandescent lighting system has been correctly
described his great innovation this industry. This
gave Edison's engineers the leeway concentrate one main
function the design each machines the dictating machine
no longer had able everything. The systems approach allowed the
separation the functions dictating and transcribing.
Edison himself shared this belief, and around 1910 was
thinking about producing range machines suit each
customer. Now there were
different machines for dictating, transcribing, and shaving
.XI-13
The most important innovation marketing was the
realization that what was needed the office was complete
system dictation and transcription, rather than just a
dictating machine. The concept
of business system was equally important the successful
introduction dictating machine; this complicated device
had marketed range products which complemented
each other and the work place into which they were introduced.25
The change strategy from marketing single machine to
producing office system was the crucial step breaking
into the business market. 1905 Durand tried persuade the
managers the National Phonograph Company that the business
phonograph should sold system rather than single
machine
