Art of invention : marketing strategies for independent luxury watch brands

Bashutkina, Maria (Haute école de gestion Arc, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale)

Nearly 70% of the Swiss luxury watch market is represented by major groups , bringing together worldwide well - known brands . In order to stand out from concurrence and to get a place in this highly competitive market of reference, independent (often unknown) companies have to find other vectors of marketing differentiation


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
HEG Arc
Institute:
Institut du Management et des Systèmes d'Information
Subject(s):
Economie/gestion
Publisher:
Florence, Italy, 24-26 June 2015
Date:
Florence, Italy
24-26 June 2015
2015
Pagination:
pp. 142-151
Published in:
Proceedings of Global Fashion Management Conference 2015
DOI:
ISSN:
2288-825X
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2015-10-15, last modified 2019-06-11

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