A BUSINESS HISTORY OF THE SWATCH GROUP

Opis produktu

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 move1 Introduction 2 The Watchmaking Crisis of 19751985 3 The Creation of Swatch Group and the Swatch Legend 4 Rationalization and Globalization of the Production System (19851998) 5 A New Marketing Strategy (19851998) 6 The Major Move into Luxury (since 1995) 7 Omegas Choice 8 China: a New El Dorado 9 Swatch Groups CompetitoPierreYves Donzę is Associate Professor and Hakubi scholar at Kyoto University Japan. He earned his PhD from University of Neuchótel 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 tra

Wymiary: 3158 gr 140 mm 216 mm