Logitech: Getting the io (TM) Digital Pen to Market

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Case

Reference no. IMD-5-0622

Subject category: Marketing

Authors: Jean-Philippe Deschamps (International Institute for Management Development (IMD)); Atul Pahwa (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 2003

Version: 26.02.2004

Length: 26 pages

Data source: Field research

Topics: Computer; Product launch; Product introduction; Disruptive technology

Share a link: https://casecent.re/p/11430

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Abstract

The case discusses the product launch process at Logitech for a product in a new product category. Participants are asked to recommend target markets for introducing a (potentially) disruptive technology. A video ''IMD-5-0622-V'' is available to accompany the case.

Location:

Worldwide

Industry:

Computer hardware, peripherals

Size:

USD1 billion

Other setting(s):

2002-2003