KOREASCHOLAR

WHEN RAINDROPS TURN TO THE SUN SHINING MARKET INTELLIGENCE AND INNOVATIVE BUSINESS MODELS CREATION IN SWISS LUXURY WATCHMAKING INDUSTRY

Maria Bashutkina
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401151
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.666-670
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

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.

Keyword
Marketing strategiesbusiness modelluxury marketingSwiss watchmaking
Table Content
ABSTRACT
Introduction
Methodology
Conceptual framework
Main findings
Managerial and scientific contributions
Research limitations and avenues for further research
Bibliography
Author
  • Maria Bashutkina(institut of watch marketing university of applied sciences of Western Swtzerland)