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• Anotace
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Anotace knihy

While it was declining at the beginnings of the 1980s, the Swiss watch industry effortlessly dominates the global market today. This remarkable comeback is the topic of this book, which focuses on the development of the Swatch Group, the world's largest watch company, since its founding in 1983. A Business History of the Swatch Group 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. Special attention is paid to the brand management of Omega, the Chinese market, and the Swatch Group's competitors, such as Richemont, LVMH, and Fossil.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management History of specific companies / corporate history

• Plný název: Business History of the Swatch Group
• Podnázev: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry
• Autor: Pierre-Yves Donze
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 152
• EAN: 9781137389060
• ISBN: 1137389060
• ID: 04771674
• Nakladatelství: PALGRAVE MACMILLAN
• Hmotnost: 326 g
• Rozměry: 142 × 222 × 15 mm
• Datum vydání: 10. April 2014

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