search query: @author Jolly, V. K. / total: 2
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| Author: | Jolly, V. K. Bechler, K. A. |
| Title: | Logitech: the mouse that roared (Neue Produkte) |
| Journal: | Planning Review
1992 : NOV-DEC, VOL. 20:6, p. 20-31,46-48 |
| Index terms: | |
| Freeterms: | INNOVATION, MARKETINGSTRATEGIE, KLEINBETRIEBE, MULTINATIONALE UNTERNEHMEN |
| Language: | eng |
| Abstract: | Logitech is a small, fast reacting, global firm. While it was still a tiny concern, it invested in manufacturing and marketing operations in Switzerland, the USA and Taiwan because it wanted to be as close as possible to each important market in the evolving computer industry. In 1991 the mouse industry was maturing. Sales were still growing but the mouse had become a commodity product. Not it was time to take a fresh look at the firm's international strategy. Added to this case study are a comment by A.J. Magrath and one by A. Davidson. In a separate comment the author analyses the Logitech case. |
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