A Business History of the Swatch Group

1. Introduction
Pierre-Yves Donzé

2. The Watchmaking Crisis of 1975–1985
Pierre-Yves Donzé

3. The Creation of the Swatch Group and the “Swatch Legend”
Pierre-Yves Donzé

4. Rationalization and Globalization of the Production System (1985–1998)
Pierre-Yves Donzé

5. A New Marketing Strategy (1985–1995)
Pierre-Yves Donzé

6. The Major Move into Luxury (Since 1995)
Pierre-Yves Donzé

7. Omega’s Choice
Pierre-Yves Donzé

8. China: A New El Dorado
Pierre-Yves Donzé

9. The Swatch Group’s Competitors
Pierre-Yves Donzé

10. Conclusion
Pierre-Yves Donzé

Nyckelord: Business and Management, Innovation/Technology Management, International Business, Business Strategy/Leadership, Market Research/Competitive Intelligence, Development Economics, Marketing