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A Business History of the Swatch Group P. Donze

A Business History of the Swatch Group By P. Donze

A Business History of the Swatch Group by P. Donze

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Summary

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.

A Business History of the Swatch Group Summary

A Business History of the Swatch Group: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry by P. Donze

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.

About P. Donze

Pierre-Yves Donze is Associate Professor and Hakubi scholar at Kyoto University, Japan. He earned his PhD from University of Neuchatel, Switzerland, before embarking upon research projects in Japan and the United States. His research interests include the global luxury goods business and the history of technology transfer.

Table of Contents

1 Introduction 2 The Watchmaking Crisis of 1975-1985 3 The Creation of Swatch Group and the 'Swatch Legend' 4 Rationalization and Globalization of the Production System (1985-1998) 5 A New Marketing Strategy (1985-1998) 6 The Major Move into Luxury (since 1995) 7 Omega's Choice 8 China: a New El Dorado 9 Swatch Group's Competitors 10 Conclusion

Additional information

NPB9781137389060
9781137389060
1137389060
A Business History of the Swatch Group: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry by P. Donze
P. Donze
New
Hardback
Palgrave Macmillan
2014-04-10
152
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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