Stratégies marketing pour PME sous-traitantes dans l’horlogerie
[Marketing strategies for subcontractant SME in the watchmaking industry]
AbstractMost 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.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 43413.
Date of creation: 01 Jan 2012
Date of revision: 01 May 2012
Strategy; watch industry; subcontractor; BtoB;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- L6 - Industrial Organization - - Industry Studies: Manufacturing
This paper has been announced in the following NEP Reports:
- NEP-ALL-2013-01-12 (All new papers)
- NEP-CSE-2013-01-12 (Economics of Strategic Management)
- NEP-MKT-2013-01-12 (Marketing)
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