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Case Study

Bracken Darrell’s turnaround and growth strategy at Logitech

By Stefan Michel, Jim Pulcrano, Vittoria Gambirasi, Serguei Fominykh, Sunny Lirong He and Thomas Rühl

16 pages

December 2020

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Reference: IMD-7-2225

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.

Keywords

Strategy, Turnaround, Strategy Execution, Technology

Settings

World/global
Logitech, Consumer Goods, Consumer Electronics, Manufacturing, Technology, Information Technology, Computer Software, Manufacturing, Computer Hardware
2011-2019

Type

Field Research

Available Languages

English

Related material

Teaching note, Video

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