Stratégies marketing pour PME sous-traitantes dans l’horlogerie Report as inadecuate

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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 theirposition 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 somemanagerial advice and axis for further researches.

Item Type: MPRA Paper -

Original Title: Stratégies marketing pour PME sous-traitantes dans l’horlogerie-

English Title: Marketing strategies for subcontractant SME in the watchmaking industry-

Language: French-

Keywords: Strategy; watch industry; subcontractor; BtoB-

Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - MarketingL - Industrial Organization > L6 - Industry Studies: Manufacturing-

Author: Courvoisier, François


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