Asia has increasingly become the place to sell luxury goods as a result of economic growth. Swiss luxury watch groups have all turned to new Asian markets since the late 1990s, with the help of key intermediaries such as local distributors and retailers. However, facing the verticalization...

Purpose: The purpose of this paper is to discuss how multinational enterprises have historically managed global patenting and to what extent the localization of patent management has supported the expansion of these enterprises. This study focuses on the electric appliance industry (one of the...

Introduction -- The watchmaking crisis of 1975-1985 -- The creation of Swatch group and the Swatch legend -- Rationalization and globalization of the production system (1985-1998) -- A new marketing strategy (1985-1998) -- The major move into luxury (since 1995) -- Omega's choice -- China: a new...