A Business History of the Swatch Group [electronic resource] : The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry /
Donzé, P.author.
This book offers a detailed and full analysis of the strategy which enabled the Swatch Group to establish itself on the world market. In particular, it tackles the issues of production restructuring, with the opening of subsidiaries in Asia, and the implementation of a new marketing strategy, characterized by the move towards luxury.
Description based upon print version of record.
Cover; Half-Title; Title; Copyright; Contents; List of Figures; List of Tables; Preface and Acknowledgements; 1 Introduction; 2 The Watchmaking Crisisof 1975-1985; 3 The Creation of the SwatchGroup and the "Swatch Legend"; 4 Rationalization andGlobalization of the ProductionSystem (1985-1998); 5 A New Marketing Strategy(1985-1995); 6 The Major Move into Luxury(Since 1995); 7 Omega's Choice; 8 China: A New El Dorado; 9 The Swatch Group's Competitors; 10 Conclusion; Notes; References; Index
Includes bibliographical references and index.
This book offers a detailed and full analysis of the strategy which enabled the Swatch Group to establish itself on the world market. In particular, it tackles the issues of production restructuring, with the opening of subsidiaries in Asia, and the implementation of a new marketing strategy, characterized by the move towards luxury.
Management.
Industrial management.
International business enterprises.
Leadership.
Market research.
Development economics.
Marketing.
Innovation/Technology Management.
International Business.
Business Strategy/Leadership.
Market Research/Competitive Intelligence.
Development Economics.
Marketing.