Advanced Search
MyIDEAS: Login

Stratégies marketing pour PME sous-traitantes dans l’horlogerie
[Marketing strategies for subcontractant SME in the watchmaking industry]

Contents:

Author Info

  • Courvoisier, François
  • Calmelet, Laurence
Registered author(s):

    Abstract

    Most industries have been losing market share due to the world financial crisis. Even though the marketing strategies of watch makers are constantly studied by BtoC marketers, it is difficult to find a research about theirs subcontractors and the way they are trying to improve their position in the BtoB value chain. This research aims to highlight the way industrial suppliers interact with these well-known brands and what marketing strategy they are implementing. Several interviews in the Arc Jurassien were carried out. This article concludes with some managerial advice and axis for further researches.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://mpra.ub.uni-muenchen.de/43413/
    File Function: original version
    Download Restriction: no

    Bibliographic Info

    Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 43413.

    as in new window
    Length:
    Date of creation: 01 Jan 2012
    Date of revision: 01 May 2012
    Handle: RePEc:pra:mprapa:43413

    Contact details of provider:
    Postal: Schackstr. 4, D-80539 Munich, Germany
    Phone: +49-(0)89-2180-2219
    Fax: +49-(0)89-2180-3900
    Web page: http://mpra.ub.uni-muenchen.de
    More information through EDIRC

    Related research

    Keywords: Strategy; watch industry; subcontractor; BtoB;

    Find related papers by JEL classification:

    This paper has been announced in the following NEP Reports:

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. J Patchell, 1993. "From production systems to learning systems: lessons from Japan," Environment and Planning A, Pion Ltd, London, vol. 25(6), pages 797-815, June.
    2. Gwenaëlle Nogatchewsky & Carole Donada, 2005. "Vingt ans de recherches empiriques en marketing sur la performance des relations client-fournisseur," Post-Print halshs-00143136, HAL.
    3. Carole Donada & Gwenaëlle Nogatchewsky, 2007. "La confiance dans les relations interentreprises. Une revue des recherches quantitatives," Post-Print halshs-00340595, HAL.
    4. Oz Shy & Rune Stenbacka, 2005. "Partial outsourcing, monitoring cost, and market structure," Canadian Journal of Economics, Canadian Economics Association, vol. 38(4), pages 1173-1190, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:43413

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ekkehart Schlicht).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.