Munich Personal RePEc Archive

Stratégies marketing pour PME sous-traitantes dans l’horlogerie

Courvoisier, François and Calmelet, Laurence (2012): Stratégies marketing pour PME sous-traitantes dans l’horlogerie. Published in: Proceedings of the 28th Congress of AFM, Brest (1 May 2012)

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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.

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