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

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  • Courvoisier, François
  • Calmelet, Laurence
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    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.

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    File URL: http://mpra.ub.uni-muenchen.de/43413/
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    Bibliographic Info

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

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    Date of creation: 01 Jan 2012
    Date of revision: 01 May 2012
    Handle: RePEc:pra:mprapa:43413

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    Keywords: Strategy; watch industry; subcontractor; BtoB;

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    1. Gwenaëlle Nogatchewsky & Carole Donada, 2005. "Vingt ans de recherches empiriques en marketing sur la performance des relations client-fournisseur," Post-Print halshs-00143136, HAL.
    2. Nogatchewsky, Gwenaëlle & Donada, Carole, 2005. "Vingt ans de recherches empiriques en marketing sur la performance des relations client-fournisseur," Economics Papers from University Paris Dauphine 123456789/1055, Paris Dauphine University.
    3. Carole Donada & Gwenaëlle Nogatchewsky, 2007. "La confiance dans les relations interentreprises. Une revue des recherches quantitatives," Post-Print halshs-00340595, HAL.
    4. 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.
    5. 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.
    6. Donada, Carole & Nogatchewsky, Gwenaëlle, 2007. "La confiance dans les relations interentreprises. Une revue des recherches quantitatives," Economics Papers from University Paris Dauphine 123456789/889, Paris Dauphine University.
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