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While it was almost nonexistent at the beginning 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. This text offers a
detailed and full analysis of the strategy which enabled the Swatch
Group to establish itself on the world market.
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.
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