The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION ................................................................................................
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The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION ................................................................................................
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business and marketing strategies and plans to successfully address those differences. Course Materials: We will use a book “The Marketer’s Toolkit” which you can purchase from Harvard or Amazon (it’s cheaper on Amazon). All the other articles/cases can be purchased through Harvard at a special link just for this course: http://cb.hbsp.harvard.edu/cb/access/11893894 . You will need to buy the materials at one time. Using this link will save you significant money. Even though the class meets
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Lululemon Athletica Inc. Course: | BUSI 4003 - Business Case Analysis | Instructor: | Jana Comeau | Date: | March 6, 2016 | By: | \| Lululemon Athletica Inc. was founded by Chip Wilson in Vancouver BC in 1998. The brand quickly became popular and by 2012 the company had global revenues of $1 billion (Lululemon Athletica, 2016). In November of 2013, Lululemon found itself at the centre of a firestorm after a series of negative events seriously ruptured the company’s reputation (Huang
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Lecture 4 Class Notes: Last Week's Lecture: Resource-Based View * Valuable, Rare, Imitable, Organizational Structure * Value Chain analysis - closely related to the resource-based view * Used as an instrument to pinpoint what functions of the firm have resources or capabilities that can potentially explain the performance (or competitive advantage) of the firm * Building Blocks of Competitive Advantage (another way of identifying resources and capabilities): * Does the
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recognized fine accessories brands in the U.S. and in targeted international markets. Coach is a leading American marketer of fine accessories and gifts for women and men. Their product offerings include women’s and men’s bags, accessories, business cases, footwear, jewelry, sun wear, travel bags, watches and fragrance. Coach’s distribution strategy is multi-channel. Coach operates in two segments: Direct-to-Consumer and Indirect. The Direct-to-Consumer segment includes sales to consumers through Company-operated
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Gucci is positioned bellowed Hermes and Chanel and they are on par with Prada and Louis Vuitonn. LVMH appears to be the best positioned brand based on their having the highest operating margin and also the fact that they own their distribution networks. This, coupled with their negotiations with other suppliers allowed for them to enjoy discounting advertising benefits by as much as 20 percent. LVMH was also able to move 70 percent of their previously out-sourced distribution back in-house.
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Kwanpen Case Study -Why Singaporeans do not warm up to local brands [pic] Introduction Kwanpen was founded in 1938 in Singapore by Mr Kwan Pen Seng, who is a first-generation immigrant from China .[1] Kwan passed on his knowledge to his son, who learned the craft already as a little boy helping his father. When Kwan Jr. was 10 years old he was talented enough to make his own leather belts and shoes and today he is the CEO of the company. In the 1970s Kwanpen started to expand from
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The Influence of the Culture dimension ‘Power Distance’ on product choice: A Cross Cultural Exploration of Effects of Country of Origin on the Choice of Branded Products by Adriana Cordeiro Socha A Thesis presented to The University of Guelph In partial fulfillment of requirements for the degree of Master of Science in Marketing and Consumer Studies Guelph, Ontario, Canada © Adriana Cordeiro Socha, September, 2012 ABSTRACT THE INFLUENCE OF THE CULTURE DIMENSION ‘POWER DISTANCE’ ON
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THE GINESTET CASE STUDY. INTERNATIONALISATION AS A WAY TO RENEW BORDEAUX WINE ECONOMY’S ENTREPRISE SPIRIT (1978-2000) Christian Delpeuch, chief executive officer of Ginestet, Bordeaux, & Hubert Bonin, professor in contemporary economic history at Bordeaux Political Sciences Institute The Bordeaux wine economy endured a grave crisis at the beginning of the last quarter of the 20th century: most of its familial trade houses were submerged by losses and failed down. The renewal of bordeaux
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