A Business History of the Swatch Group: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry 2014 edition

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A Business History of the Swatch Group by P DonzThe Rebirth of Swiss Watchmaking and the Globalization of the Luxury IndustryBy P DonzPublisher Palgrave MacmillanPrint ISBN 9781137389060 1137389060eText ISBN 9781137389084 1137389087Copyright year 2014This 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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9781137389060

A Business History of the Swatch Group by P DonzThe Rebirth of Swiss Watchmaking and the Globalization of the Luxury IndustryBy P DonzPublisher Palgrave MacmillanPrint ISBN 9781137389060 1137389060eText ISBN 9781137389084 1137389087Copyright year 2014This 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