Case Study

Logitech: Learning from customers to design a new product

28 pages
February 2005
Reference: IMD-5-0679

In 2005 Logitech launched a new and improved cordless presenter which was the next generation product of its presentation device line. The entire process to launch was unusual for Logitech as the following factors took place: a Director of Engineering played a key marketing role, a new method of customer feedback and research was used to decide on product features and the entire project was outsourced to a firm in Taiwan – which was a first for this product unit. The case goes over the issues and challenges that were faced along the way and how marketing and engineering had to work together in an unusual pairing in order to get to a successful product launch.

Product Development, Customer Feedback, Customer Research, Project Development, Product Launch, Technology, Engineering
Logitech, Manufacturing, Technology, Consumer Goods, Computers
January 2004 - January 2005
Field Research
© 2005
Available Languages
Related material
Teaching note, Video
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