Logitech

Logitech survived 40+ years in computer peripherals - one of tech's most commoditized categories - by treating product cycles like evolutionary succession. Founded in 1981 in Lausanne, the company rode multiple technology waves: mechanical mice (1980s), optical mice (1990s), wireless peripherals (2000s), webcams and streaming gear (2010s-2020s). Each cycle brought new competitors with lower prices, yet Logitech maintained 10-15% operating margins by abandoning yesterday's winners to focus on tomorrow's categories. The pandemic multiplied webcam demand 10x as remote work exploded, and Logitech's existing supply chains captured the surge. This pattern - invest in emerging categories, harvest mature ones, exit declining ones - explains how a Swiss company outlasted dozens of Asian competitors in PC accessories.