Stratégies marketing pour PME sous-traitantes dans l’horlogerie

Marketing strategies for subcontractant SME in the watchmaking industry

Francois Courvoisier and Laurence Calmelet

MPRA Paper from University Library of Munich, Germany

Abstract: Most industries have been losing market share due to the world financial crisis. Even though the marketing strategies of watch makers are constantly studied by BtoC marketers, it is difficult to find a research about theirs subcontractors and the way they are trying to improve their position in the BtoB value chain. This research aims to highlight the way industrial suppliers interact with these well-known brands and what marketing strategy they are implementing. Several interviews in the Arc Jurassien were carried out. This article concludes with some managerial advice and axis for further researches.

Keywords: Strategy; watch industry; subcontractor; BtoB (search for similar items in EconPapers)
JEL-codes: L6 M31 (search for similar items in EconPapers)
Date: 2012-01-01, Revised 2012-05-01
New Economics Papers: this item is included in nep-cse and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:43413

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