Jacques Lemans : the development of a global watch brand /
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, bran...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
NeilsonJournals Publishing,
2014.
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| Series: | SAGE Knowledge. Cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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. |
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| Item Description: | Originally Published InSternad, D., & Knoll, C. (2014). Jacques Lemans: The development of a global watch brand. Journal of International Business Education, 9(1), 5-16. JIBE9-0CS1. |
| Physical Description: | 1 online resource : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781526461285 1526461285 |