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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
    Order this case study
    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
    Copyright
    © 2020
    Available Languages
    English
    Related material
    Teaching note, Video
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    This case study is part of a series
    • Bracken Darrell’s turnaround and growth strategy at Logitech
    • Logitech’s growth strategy with Lifesize and Google’s Revue (2008–2011)
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    This case study is part of a series
    • Bracken Darrell’s turnaround and growth strategy at Logitech
    • Logitech’s growth strategy with Lifesize and Google’s Revue (2008–2011)
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    All case studies
    Bracken Darrell’s turnaround and growth strategy at Logitech
    By Stefan Michel Jim Pulcrano Vittoria Gambirasi Serguei Fominykh Sunny Lirong He and Thomas Rühl
    Case reference: IMD-7-2225 ©2020
    Summary
    New management under CEO Bracken Darrell transformed Logitech into a company with a design-led focus. The product and brand portfolio are diversifi...
    Read more
    Reference IMD-7-2225
    Copyright ©2020
    Copyright owner IMD Copyright
    Organization Logitech
    Industry Consumer Goods, Consumer Electronics;Manufacturing, Technology;Information Technology, Computer Software;Manufacturing, Computer Hardware
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Browse all topics
    Logitech’s growth strategy with Lifesize and Google’s Revue (2008–2011)
    By Stefan Michel Jim Pulcrano Vittoria Gambirasi Serguei Fominykh Sunny Lirong He and Thomas Rühl
    Case reference: IMD-7-2224 ©2020
    Summary
    Logitech has sold billions of computer mice and other computer peripherals over the 38 years of its existence. It was a typical growth company prof...
    Read more
    Reference IMD-7-2224
    Copyright ©2020
    Copyright owner IMD Copyright
    Organization Logitech
    Industry Consumer Goods, Consumer Electronics;Manufacturing, Technology;Information Technology, Computer Software;Manufacturing, Computer Hardware
    Available Languages English
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    Research Information & Knowledge Hub for additional information on IMD publications

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