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A Business History of the Swatch Group: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry - Hardcover
Synopsis
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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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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- PublisherPalgrave Macmillan
- Publication date2014
- ISBN 10 1137389060
- ISBN 13 9781137389060
- BindingHardcover
- LanguageEnglish
- Number of pages165
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A Business History of the Swatch Group
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Springer Nature Singapore Apr 2014, 2014
ISBN 10: 1137389060
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