A Business History of the Swatch Group - The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry

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.

List 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

About the author

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.

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.

Product details

• Authors: P. Donze, P Donzé, P. Donzé
• Publisher: Springer Palgrave Macmillan
• Languages: English
• Product format: Paperback / Softback
• Released: 01.01.2014
• EAN: 9781349482221
• ISBN: 978-1-349-48222-1
• No. of pages: 152
• Dimensions: 147 mm x 10 mm x 218 mm
• Weight: 230 g
• Illustrations: XIII, 152 p.
• Subjects: Social sciences, law, business > Business > Management; Marketing, Management, B, Leadership, Market research, Business Strategy/Leadership, Business & management, International business, Innovation/Technology Management, business strategy, Market Research/Competitive Intelligence, Sales & marketing, Management science, Industrial Management, Development Economics, Development economics & emerging economies, International business enterprises, Business Strategy and Leadership, Palgrave Business & Management Collection, Innovation and Technology Management, Market Research and Competitive Intelligence, business;China;crisis;globalization;marketing;strategy