Case Study: Competing Against Bling:How can an understated watch brand stand out in China?

Case Study: Competing Against Bling:How can an understated watch brand stand out in China?

Author: 
Nason, Stephen
Publisher: 
Harvard Business School Press
Date published: 
2017
Record type: 
Responsibility: 
Salvacruz, Joseph, jt. author
Stevenson, J.P., jt. author
Journal Title: 
Harvard Business Review
Source: 
Harvard Business Review, Vol. 95, No. 3, May-June 2017, pp. 155-159
Abstract: 

The article discusses marketing efforts to expand a watch company and brand name watches to sell to consumers within China. An overview of the marketing of luxury brand name products to Chinese, including in regard to luxury spending in China and the use of celebrities in the marketing of luxuries, is provided.

Language: 
Country focus: 

CITATION: Nason, Stephen. Case Study: Competing Against Bling:How can an understated watch brand stand out in China? . : Harvard Business School Press , 2017. Harvard Business Review, Vol. 95, No. 3, May-June 2017, pp. 155-159 - Available at: http://library.au.int/case-study-competing-against-blinghow-can-understated-watch-brand-stand-out-china