A business history of the Swatch Group : the rebirth of Swiss watchmaking and the globalization of the luxury industry
著者
書誌事項
A business history of the Swatch Group : the rebirth of Swiss watchmaking and the globalization of the luxury industry
Palgrave Macmillan, 2014
- タイトル別名
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Histoire du Swatch Group
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注記
"This book is an expanded and revised version in English of a book originally published in French in 2012 by Éditions Alphil-Presses Universitaires Suisses under the title Histoire du Swatch Group."--P. xi
Includes bibliographical references (p. 143-148) and index
内容説明・目次
内容説明
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.
目次
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
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