Title Jacques Lemans : the development of a global watch brand / Dietmar Sternad, Claudia Knoll

Published London : NeilsonJournals Publishing, 2014

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Description 1 online resource : illustrations Series SAGE Knowledge. Cases SAGE Knowledge. Cases 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 Notes 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 Bibliography Includes bibliographical references and index Notes Description based on XML content Subject Jacques Lemans -- Case studies Clock and watch industry -- Australia -- Case studies Branding (Marketing) -- Australia -- Case studies Corporate image -- Case studies Branding (Marketing) Clock and watch industry Corporate image Australia Genre/Form Case studies Case studies. Études de cas. Form Electronic book Author Knoll, Claudia, author ISBN 9781526461285 1526461285

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