A Business History of the Swatch Group by P. Donzé【ebook】

A Business History of the Swatch Group by P. Donzé

The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry
By: P. Donzé
Publisher: Palgrave Macmillan
Print ISBN: 9781137389060, 1137389060
eText ISBN: 9781137389084, 1137389087
Copyright year: 2014

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.