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A Business History of the Swatch Group

The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry

Authors: Donzé, P.

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eBook $89.00
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  • The eBook version of this title will be available soon
  • ISBN 978-1-137-38908-4
  • Digitally watermarked, DRM-free
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  • ebooks can be used on all reading devices
  • Download immediately after purchase
Hardcover $115.00
price for USA
  • ISBN 978-1-137-38906-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $110.00
price for USA
  • ISBN 978-1-349-48222-1
  • Free shipping for individuals worldwide
  • This title is currently reprinting. You can pre-order your copy now.
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.

About the authors

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.

Table of contents (10 chapters)

  • Introduction

    Donzé, Pierre-Yves

    Pages 1-9

  • The Watchmaking Crisis of 1975–1985

    Donzé, Pierre-Yves

    Pages 10-24

  • The Creation of the Swatch Group and the “Swatch Legend”

    Donzé, Pierre-Yves

    Pages 25-37

  • Rationalization and Globalization of the Production System (1985–1998)

    Donzé, Pierre-Yves

    Pages 38-62

  • A New Marketing Strategy (1985–1995)

    Donzé, Pierre-Yves

    Pages 63-71

Buy this book

eBook $89.00
price for USA
  • The eBook version of this title will be available soon
  • ISBN 978-1-137-38908-4
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
  • Download immediately after purchase
Hardcover $115.00
price for USA
  • ISBN 978-1-137-38906-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $110.00
price for USA
  • ISBN 978-1-349-48222-1
  • Free shipping for individuals worldwide
  • This title is currently reprinting. You can pre-order your copy now.

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Bibliographic Information

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
Copyright
2014
Publisher
Palgrave Macmillan UK
Copyright Holder
Palgrave Macmillan, a division of Macmillan Publishers Limited
eBook ISBN
978-1-137-38908-4
DOI
10.1057/9781137389084
Hardcover ISBN
978-1-137-38906-0
Softcover ISBN
978-1-349-48222-1
Edition Number
1
Number of Pages
XIII, 152
Topics