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其他書名
The Development of a Global Watch Brand
出版NeilsonJournals Publishing, 2014
ISBN15264612859781526461285
URLhttp://books.google.com.hk/books?id=uWCWwwEACAAJ&hl=&source=gbs_api
註釋The case describes how entrepreneur Alfred Riedl developed Jacques Lemans from a small Austrian watch company into a global brand that is active in more than 120 countries around the world. There is a specific focus on the international marketing mix of the company, including its product range, brand structure, pricing, communication, and distribution strategies. The case can be combined with the "Note on the Global Watch Industry" which provides an overview of the main trends and developments in the global watch industry that Jacques Lemans needs to cope with. In addition to the challenge of finding the best strategic answers to those trends and to determining the right degree of standardization and local adaptation of the individual elements of the international marketing mix, the protagonist of this case sees a lot of opportunities in emerging markets that need to be explored, prioritized, and exploited.