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

Author

Listed:
  • Courvoisier, François
  • Calmelet, Laurence

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.

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
    as

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    File URL: https://mpra.ub.uni-muenchen.de/43413/1/MPRA_paper_43413.pdf
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Strategy; watch industry; subcontractor; BtoB;
    All these keywords.

    JEL classification:

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

    NEP fields

    This paper has been announced in the following NEP Reports:

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