UDC 005.21
DOI: 10.36871/ek.up.p.r.2022.03.02.008
Authors
Aleksandr V. Butov,
Russian University of Economics named after G. V. Plekhanov, Moscow, Russia
Abstract
The purpose of the article is to study the evolution of the model range in the watch industry and to study the theory and practice of using industry corporate strategies developed by the head of the Montblanc watch division L. Lecamp and professor of the SKEMA Business School J. Hoffman. These four most popular industry strategies (“Back to Basics”, “Codebreakers”, “Eagle in the Aquarium” and “Other rules of the game”), as the analysis showed, are used by most watch brands to increase the efficiency of economic activity. This article examines the development strategies and competitive advantages of both large and small, but no less well-known watch companies, including Jaeger-LeCoultre, Breitling, MB&F, F.P. Journe and a number of others. The history, corporate values and management principles of Patek Philippe, the main stages of the life cycle of Hublot and their characteristics, the specifics of the implementation of the Hublot Loves Art program, the development of related activities, goods and services of Bulgari and Montblanc companies are studied in detail. Special attention is paid in the article to the study of the features of the implementation of each of the strategies considered, chosen by the heads of companies in accordance with their potential, environmental conditions and the interests of stakeholders. The main data sources for the article are the main indicators of the largest watch brands published by Morgan Stanley and LuxConsult analysts, as well as scientific publications of foreign and domestic scientists, experts and company executives. The research methods: observation, analysis of sources of information, comparison, grouping and classification, synthesis, analogy, induction and deduction.
Keywords
crisis, chronograph, strategy, watch industry, minimalism, perpetual calendar, shockproof watches, carbon fiber
