Introduction

Pierre-Yves Donzé

Chapter 1 in A Business History of the Swatch Group, 2014, pp 1-9 from Palgrave Macmillan

Abstract: Abstract People were virtually writing the Swiss watchmaking industry off in the early 1980s, as it had not managed to contain the worldwide expansion of it’s Japanese competitors. Powered by the mass production of first high-quality mechanical watches, then quartz watches, the Japanese watchmaking industry launched a growth policy in the second half of the 1960s in a bid to challenge Swiss domination of world markets.1

Keywords: Family Firm; Marketing Strategy; Brand Equity; Luxury Good; Management Researcher (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38908-4_1

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DOI: 10.1057/9781137389084_1

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