Edison was well aware that. realized that the public would buy new
product familiar face, and international reputation, stood
behind it. Everyone
is familiar with the name, his accomplishments, and
the standard apparatus, equipment, service, and
performance implied the use the name Edison,
gives very great commercial advantage.
The lessons that Edison learnt the years of
introducing the lighting systems were carried with him for the
rest his life. His great public visibility led him take personal
responsibility for his companies and the technology they
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introduced. This image benign technology and quality
products was the most valuable asset left his company. His technological choices had err the side
of safety and reliability for one mistake could lead to
disaster all his many businesses. one
executive the New York Consolidated Edison Company put it:
The use the name EDISON our business relations
and corporate title inestimable value. The explosion was a
case point. The destruction experimental
submarine— caused not technical failure but human
error— cost Edison valuable market for his battery and placed
his reputation under cloud.XIV-14
Edison's name had become valuable asset.
It stood for innovation with integrity. was associated with
radically new products that embodied the founder's ethic of
safety and value.
The Edison name was jealously guarded "the old man" and the
companies that bore his name. The company did not feel that
they were blame but nevertheless made cash settlement with
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the relatives the deceased
