By Professor Stefan MichelStefan Michel, Adjunct Professor Jim PulcranoJim Pulcrano, Vittoria Gambirasi, Serguei Fominykh, Sunny Lirong He and Thomas Ruehl
New management under CEO Bracken Darrell transformed Logitech into a company with a design-led focus. The product and brand portfolio are diversified with a strong focus on audio, video, gaming and other cloud-connected devices. This ultimately leads to a significantly lower dependency on the PC market, financial success, a transformed corporate culture, and high recognition in the industry. The strategy is not fundamentally different from the previous attempts, but the leadership style and strategy execution are radically changed. With the departure of key executives, Logitech and its CEO in 2019 are again at crossroads and are looking for new ways to grow.
Learning Objective
- How a new leader takes charge after a series of failed strategy initiatives.
- Companies can grow on a growing platform (in Logitech's case the PC and later the cloud), through a higher market share or through a move from core products to adjacent products.
- A successful turnaround is not only the product of a company's strategy, but mainly strategy execution, and thus leadership, the organizational culture and the values of management are crucial to a company's success.
