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A business history of the Swatch Gro...

Donze��, Pierre-Yves,

A business history of the Swatch Group :the rebirth of Swiss watchmaking and globalization of the luxury industry /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A business history of the Swatch Group :Pierre-Yves Donze.
其他題名:	the rebirth of Swiss watchmaking and globalization of the luxury industry /
作者:	Donze��, Pierre-Yves,
面頁冊數:	1 online resource (xiii, 152 pages) :illustrations
標題:	Clock and watch makingHistory.
電子資源:	http://www.palgraveconnect.com/doifinder/10.1057/9781137389084
ISBN:	1137389087 (electronic bk.)

A business history of the Swatch Group :the rebirth of Swiss watchmaking and globalization of the luxury industry /
Donze��, Pierre-Yves,

A business history of the Swatch Group :the rebirth of Swiss watchmaking and globalization of the luxury industry /Pierre-Yves Donze. - 1 online resource (xiii, 152 pages) :illustrations

Includes bibliographical references and index.

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.

While it was declining at the beginnings of the 1980s, the Swiss watch industry effortlessly dominates the global market today. This remarkable comeback is the topic of this book, which focuses on the development of the Swatch Group, the world's largest watch company, since its founding in 1983. A Business History of the Swatch Group 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. Special attention is paid to the brand management of Omega, the Chinese market, and the Swatch Group's competitors, such as Richemont, LVMH, and Fossil.

ISBN: 1137389087 (electronic bk.)

Source: 717163Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Corporate Names:

688628
Swatch Group (Firm)
Subjects--Topical Terms:

688629
Clock and watch making
--History.Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HD9999.C584 / S933 2014

Dewey Class. No.: 338.4768111409

A business history of the Swatch Group :the rebirth of Swiss watchmaking and globalization of the luxury industry /
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505 0 $a 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.
520 $a While it was declining at the beginnings of the 1980s, the Swiss watch industry effortlessly dominates the global market today. This remarkable comeback is the topic of this book, which focuses on the development of the Swatch Group, the world's largest watch company, since its founding in 1983. A Business History of the Swatch Group 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. Special attention is paid to the brand management of Omega, the Chinese market, and the Swatch Group's competitors, such as Richemont, LVMH, and Fossil.
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650 0 $a Swatch watches $x Economic aspects $x History. $3 688630
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856 4 0 $3 Palgrave Connect $u http://www.palgraveconnect.com/doifinder/10.1057/9781137389084