The role of disruptive innovation in the development of luxury watch industry

undergraduate thesis

• Author: Marko Čukman
• Mentor: Goran Vlašić (mentor)
• Committee member: Goran Vlašić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Watch is often regarded not only as a thing which shows time, but as a way
to express yourself and say a lot without saying anything. This exact thing is what
luxury watches industry is based on, watches that represent the wearer through their
brand perception and brand image. Brands such as Audemars Piguet, Rolex and Swatch
have been building the brand image for dozens of years now in order to approach the
highest number of buyers possible. Aside from the brand image, the brands are
developing technology which separates them from the competition. Disruption created
by the brands mentioned in this paper has left an indelible impact on the world of
watchmaking. What is even more, disruptive innovators are the ones who have
positioned the industry in the position where it is today, and their importance will be
understood to the fullest in the future when all the work they have done comes to the
surface.

• Keywords: Disruptive Innovation; Luxury Watches; Rolex; Swatch; Tag Heuer; Seiko; Jean-Claude Biver
• Language: english
• URN:NBN: urn:nbn:hr:148:813963
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-29 10:53:17