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:

Journal article

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

Subject:

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:

English

Country focus:

China

Catagory URL:

http://www.HBR.org

Subject profile :

Management / Administration / HRM / Training / Career Development

Investment / Economic Policy / Integration

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: https://library.au.int/case-study-competing-against-blinghow-can-understated-watch-brand-stand-out-china