This paper presents the results of qualitative research based on semi-structured interviews with CEO and Marketing managers among Swiss luxury watchmaking companies. We present the highlights on innovative business models and how it could create competitive advantage creation in the highly competitive Swiss luxury watchmaking industry.
Details
Title
When raindrops turn to the sun shining : market intelligence and innovative business models creation in Swiss luxury watchmaking industry
Author(s)
Bashutkina, Maria (Haute école de gestion Arc, HES-SO Haute Ecole Spécialisée de Suisse Occidentale)
Date
2020-11
Published in
Proceedings of the Global Marketing Conference 2020
Publisher
Seoul, Korea, 5-8 November 2020
Pagination
Pp. 666-670
Presented at
Global Marketing Conference 2020, Seoul, Korea, 2020-11-05, 2020-11-08
Institute
ICME - Institut de la Communication et du marketing expérientiel
Note
Due to the COVID-19 outbreak, the Global Marketing Conference 2020 venue in Seoul was cancelled. The proceedings of the online conference are however published according to the original schedule.
