IMD-5-0679 © 2005
Deschamps, Jean-Philippe; Barnett Berg, Michèle
In 2005 Logitech established a new and improved cordless presenter which was the next generation product of its demo device line. The entire process to establish was uncommon for Logitech as the following variables took place: a Director of Engineering played a key marketing job; a fresh system of customer feedback and research was used to determine on product attributes and the whole job was outsourced to the firm in the Taiwanese region - which was a introduction for this commodity unit.
The case scenario goes over the enigmas and hurdles that were confronted along the way and how advertising and engineering had to work collectively in an unusual pairing in order to get to a successful product launch.
Subjects: Product development; Customer feedback; Customer research; Project development; Product launch; Technology; Innovation; Marketing; Engineering
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