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About this book
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.
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Table of contents (10 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
About the author
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.
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Bibliographic Information
Book Title: A Business History of the Swatch Group
Book Subtitle: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry
Authors: Pierre-Yves Donzé
DOI: https://doi.org/10.1057/9781137389084
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2014
Hardcover ISBN: 978-1-137-38906-0Published: 10 April 2014
Softcover ISBN: 978-1-349-48222-1Published: 11 April 2014
eBook ISBN: 978-1-137-38908-4Published: 08 April 2014
Edition Number: 1
Number of Pages: XIII, 152
Topics: Innovation/Technology Management, International Business, Business Strategy/Leadership, Market Research/Competitive Intelligence, Development Economics, Marketing