A Business History of the Swatch Group: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry

Name: A Business History of the Swatch Group: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry
Brand: Palgrave Macmillan
SKU: 9781137389060
Price: 119.69 EUR
Availability: InStock

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English

By (author): P. Donzé

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. See more

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Product Details

Dimensions: 140 x 216mm
Publication Date: 10 Apr 2014
Publisher: Palgrave Macmillan
Publication City/Country: United Kingdom
Language: English
ISBN13: 9781137389060

About P. Donzé

Pierre-Yves Donzé is Associate Professor and Hakubi scholar at Kyoto University Japan. He earned his PhD from University of Neuchâtel 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 transfer.

A Business History of the Swatch Group: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry

Product Details

About P. Donzé

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