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


  • Courvoisier, François
  • Calmelet, Laurence


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.

Suggested Citation

  • Courvoisier, François & Calmelet, Laurence, 2012. "Stratégies marketing pour PME sous-traitantes dans l’horlogerie
    [Marketing strategies for subcontractant SME in the watchmaking industry]
    ," MPRA Paper 43413, University Library of Munich, Germany, revised 01 May 2012.
  • Handle: RePEc:pra:mprapa:43413

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    References listed on IDEAS

    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. repec:dau:papers:123456789/889 is not listed on IDEAS
    3. J Patchell, 1993. "From Production Systems to Learning Systems: Lessons from Japan," Environment and Planning A, , vol. 25(6), pages 797-815, June.
    4. Carole Donada & Gwenaëlle Nogatchewsky, 2007. "La confiance dans les relations interentreprises. Une revue des recherches quantitatives," Post-Print halshs-00340595, HAL.
    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. Gwenaëlle Nogatchewsky & Carole Donada, 2005. "Vingt ans de recherches empiriques en marketing sur la performance des relations client-fournisseur," Post-Print halshs-00143136, HAL.
    7. repec:dau:papers:123456789/1055 is not listed on IDEAS
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    More about this item


    Strategy; watch industry; subcontractor; BtoB;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L6 - Industrial Organization - - Industry Studies: Manufacturing

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