The Major Move into Luxury (Since 1995)

Pierre-Yves Donzé

Chapter 6 in A Business History of the Swatch Group, 2014, pp 72-91 from Palgrave Macmillan

Abstract: Abstract The marketing strategy adopted in the early 1990s was pursued and developed in the years that followed. The main thrusts of this policy were repositioning to the high end; strengthening of differentiation between brands; and major investment in distribution. This means that whereas company growth in the 1980s was based on rationalization efforts within the Group, it was subsequently increasingly driven by marketing. Production systems were even revamped from this perspective — with a shift from manufacturing movements to manufacturing finished watches. The new marketing strategy implemented from the mid-1990s onwards was based on four main thrusts.

Keywords: External Part; Distribution Company; Watch Movement; Luxury Brand; Business History (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38908-4_6

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137389084

DOI: 10.1057/9781137389084_6

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().