LOGITECH: LEARNING FROM CUSTOMERS TO DESIGN A NEW PRODUCT

In 2005, Logitech launched a new and improved wireless presenter that represents the next generation of its line of presentation equipment. The entire implementation process was unusual for Logitech in that the following factors occurred: an engineering director played a key role in marketing, a new research method and customer feedback was used to determine product features, and all the project was outsourced to a company in Taiwan. which was a novelty in this product unit. The case addresses the questions and challenges that came along the way and how marketing and engineering had to work together in an unusual combination to arrive at a successful product launch.

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