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3 Ways ZAGG Is Fighting the Commodity Rap

Friday - 3/8/2013, 6:51am  ET

Electronic accessories maker ZAGG is down about 50% from its 2011 peak. Among the many headwinds it's been facing is the perception that it's tough competing in a commodity market. Not only are margins hard to grow, but competition is tough both within ZAGG's space, and outside of it. Corning , for example, has introduced newer and tougher Gorilla Glass each year, causing less demand for screen protectors. And whenever Apple includes covers for its products -- as it did with iPad 2 -- ZAGG inevitably loses sales.

Our Rex Moore spoke with ZAGG at the big International CES in Las Vegas. In this installment of a multi-part series, product development manager Ben Godfrey explains how his company has looked to Logitech for how to best compete in a commodity market.

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