CHAPTER FIVE

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Logitech, and the Mouse That Roared

If you ignore upstart rivals, you will pay a steep price.

HOW MANY STEALTH COMPETITORS does it take to upend a strategy? It takes only one—even one no bigger than a mouse.

This is the cautionary tale of how Logitech, the pioneering maker of computer peripherals, including input devices such as keyboards and mice, used principles of reverse innovation to avert potential disaster. It also reinforces just how crucial it is for every multinational to pay close attention to local competitors in emerging markets. If they aren’t on your radar screen, they should be.

Logitech, a thirty-plus-year-old California-based ...

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