P. Donzé

A Business History of the Swatch Group

The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Palgrave Macmillan / Palgrave Macmillan UK / Springer Palgrave Macmillan
• Artikelnr. des Verlages: 978-1-349-48222-1
• 1st ed. 2014
• Seitenzahl: 168
• Erscheinungstermin: 11. April 2014
• Englisch
• Abmessung: 216mm x 140mm x 10mm
• Gewicht: 230g
• ISBN-13: 9781349482221
• ISBN-10: 1349482226
• Artikelnr.: 44712012

Autorenporträt

Pierre-Yves Donzé is Associate Professor and Hakubi scholar at Kyoto University, Japan. He earned his PhD from University of Neuchâtel, 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.

Inhaltsangabe

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