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

Donzé, P.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2014-04-11

Format: Paperback

ISBN-13: 9781349482221

DOI: 10.1057/9781137389084

Dimensions: 216cm x140cm

Pages: 152