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

Donze, Pierre-Yves

2014

Hardback (10 Apr 2014)

$173.30

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Publisher's 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.

About the Publisher

Palgrave Macmillan

From award-winning research which changes the world to textbooks and study guides which educate and inspire, we publish across the humanities, social sciences and business for academics, students, professionals and librarians worldwide.With offices in London and New York, and sales teams across 50 countries, we have a global reach and as part of Macmillan Science and Education, are proud to uphold an unbroken tradition of over 170 years of academic publishing.

Book information

ISBN:	9781137389060
Publisher:	Palgrave Macmillan UK
Imprint:	Palgrave Macmillan
Pub date:	10 Apr 2014
Edition:	2014
DEWEY:	338.4768111409
DEWEY edition:	23
Language:	English
Number of pages:	152
Weight:	326g
Height:	142mm
Width:	222mm
Spine width:	15mm