Reviews, efforts by Swatch to reposition itself in the increasingly competitive global watch industry. Provides extensive information about the history and structure of the global watch industry and highlights the shrinking time horizons makers face in the formulation of policies and in response to changes in the industry. Discussed the case in particular how technology and globalization have changed the dynamics of the industry and have caused companies to rethink their sources of competitive advant … Read more »

Reviews, efforts by Swatch to reposition itself in the increasingly competitive global watch industry. Provides extensive information about the history and structure of the global watch industry and highlights the shrinking time horizons makers face in the formulation of policies and in response to changes in the industry. In particular, the case discussed how technology and globalization have changed and the dynamics of the industry have caused companies to rethink their sources of competitive advantage. Like other companies, Swatch is the difficult task of deciding whether to emphasize product variety or focus on a few major global brands. It must also decide whether to move production away from Switzerland to lower-cost countries like India.
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Allen Morrison,
Cyril Bouquet
Source: Ivey Publishing
26 pages.
Publication Date: Sep 23, 1999. Prod #: 99M023-PDF-ENG
Swatch and the Global Watch Industry HBR case solution

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