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A Business History of the Swatch Group

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

  • Pierre-Yves Donzé

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Pierre-Yves Donzé
    Pages 1-9
  3. Pierre-Yves Donzé
    Pages 10-24
  4. Pierre-Yves Donzé
    Pages 63-71
  5. Pierre-Yves Donzé
    Pages 72-91
  6. Pierre-Yves Donzé
    Pages 92-101
  7. Pierre-Yves Donzé
    Pages 102-111
  8. Pierre-Yves Donzé
    Pages 112-129
  9. Pierre-Yves Donzé
    Pages 130-136
  10. Back Matter
    Pages 137-152

About this book

Introduction

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 China crisis globalization marketing strategy

Authors and affiliations

  • Pierre-Yves Donzé
    • 1
  1. 1.Graduate School of EconomicsKyoto UniversityJapan

Bibliographic information