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Combining functionality with affordability
The first generation of ballpoint pens cost around 55 shillings (£82.50/$107.50 in 2020 prices). It was in the same style as fountain pens. They were made of metal and intended to be refilled with ink. But with so many companies selling it, the market became saturated, buying refills, but not more pens.
Italian-born French industrialist Michel Bich added the catalyst of disposability. He understood the concept of the mass market and created his new company, Societe Bic. His pen only cost a shilling.
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