A Business History of the Swatch Group The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry
Description
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.
Keywords
Business & EconomicsProduction & Operations ManagementInternationalManagementMarketingResearchDevelopmentResearch & DevelopmentStrategic PlanningEconomic DevelopmentSales & Selling
2014Book
Author(s)Pierre-Yves Donze
PublisherPalgrave Macmillan UK
ISBN9781137389060
LanguageEnglish
