Victorinox : cultural heritage and brand innovation (A) /

The case explains how Victorinox the manufacture of the Swiss Army Knife survived the 2001 crisis, which reduced its sales of knives in airports and planes to zero. The company continued a policy of diversification begun in 1989 after cheap knock off designs of the Swiss Army Knife flooded the marke...

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Bibliographic Details

Main Author:	Wittmann, Xinhua (Author)
Format:	eBook
Language:	English
Published:	London : University of Zurich, 2016.
Series:	SAGE Knowledge. Cases.
Subjects:	Victorinox > Case studies. Elsner, Carl. Victorinox Diversification in industry > Case studies. Pocketknives > Case studies. Diversification (Économie politique) > Études de cas. Couteaux de poche > Études de cas. Diversification in industry Pocketknives Electronic books. Case studies Case studies. Études de cas.
Online Access:	Connect to the full text of this electronic book