Search results
-
Swiss Army: Diversifying into the Fragrance Business
Ilan Alon; Marc Fetscherin; Claudia CarvajalCase IVEY-9B14A066-EEntrepreneurship, Marketing, StrategyIn 2005, Victorinox, the original producer of the Swiss Army Knife, acquired Wenger, including the fragrance label “Swiss Army Fragrance.” The acquisition of Wenger allowed Victorinox to become the only producer of the famous Swiss Army Knife as well as the key player in Swiss Army watches. Victorinox’s head of marketing was asked to design a business strategy that would successfully allow the company to enter the fragrance industry. How should V...Starting at €8.20
-
Birth of the Swatch (Spanish version)
Moon, YoungmeCase HBS-506S10MarketingIn 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also includes a discussion of SMH, which controls Swatch, exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in total.)Starting at €8.20
-
Swiss Army: Diversifying into the Fragrance Business (Spanish version)
Ilan Alon; Marc Fetscherin; Claudia CarvajalCase IVEY-9B14AS066Entrepreneurship, Marketing, StrategyIn 2005, Victorinox, the original producer of the Swiss Army Knife, acquired Wenger, including the fragrance label “Swiss Army Fragrance.” The acquisition of Wenger allowed Victorinox to become the only producer of the famous Swiss Army Knife as well as the key player in Swiss Army watches. Victorinox’s head of marketing was asked to design a business strategy that would successfully allow the company to enter the fragrance industry. How should V...Starting at €8.20