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Understanding the luxury industry's marketing and communications strategies: a case study on the watchmaking industry

ContributorsColombi, Marzio
Master program titleMaîtrise universitaire en traduction et communication spécialisée multilingue
Defense date2020

In an increasingly globalised context, companies operate internationally, and thus, must target customers who differ in terms of culture, geography, and language. It is imperative for companies to consider these differences when they develop their strategy to enter foreign markets and build relationships with customers. The luxury industry, in which customer relationships are crucial, is no exception. The aim of this study is to analyse the international marketing strategies of the luxury watchmaking industry to understand how these companies tackle cultural adaptation, as well as how multilingual communications and translation fit into their strategies. The study provides a complete theoretical background with regard to marketing, international and global marketing, and the luxury industry, as well as an analysis whose structure can be used for the study of other luxury industries.

  • Transcreation
  • Marketing
  • International Marketing
  • Global Marketing
  • Luxury
  • Watchmaking
  • Transcréation
  • Marketing
  • Marketing Internationale
  • Marketing Globale
  • Luxe
  • Horlogerie
Citation (ISO format)
COLOMBI, Marzio. Understanding the luxury industry’s marketing and communications strategies: a case study on the watchmaking industry. 2020.
Main files (1)
Master thesis
  • PID : unige:145872

Technical informations

Creation12/03/2020 3:25:00 PM
First validation12/03/2020 3:25:00 PM
Update time03/15/2023 11:39:21 PM
Status update03/15/2023 11:39:21 PM
Last indexation01/29/2024 10:26:25 PM
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