Business Networking in the Swatch Group

Posted: 14 Oct 2014

See all articles by Rainer Alt

Rainer Alt

Information Systems Institute

Hubert Österle

University of St. Gallen - SoM: School of Management

Christian Reichmayer

Independent

Rudolf Zurmühlen

Independent

Date Written: 1999

Abstract

As part of 'The Swatch Group' ETA SA supplies watch movements and spare parts to all Swatch brands and other customers such as retailers and watch-makers. To improve the quality and the efficiency of the customer relationships ETA started a Business Networking project in cooperation with the University of St Gallen. This project focused on the complementary application of two Business Networking strategies that are usually treated separately: supply chain management and electronic commerce (e-commerce). Both concepts allow for establishing direct relationships to the customers. Supply chain management enables direct deliveries to the customers at lower costs and improved reliability. E-commerce provides centralized catalogues and order entry procedures with significant advantages in time and cost. This highlights the importance of understanding the interrelations between both strategies in creating mutual benefits between ETA and their customers.

Suggested Citation

Alt, Rainer and Österle, Hubert and Reichmayer, Christian and Zurmühlen, Rudolf, Business Networking in the Swatch Group (1999). Available at SSRN: https://ssrn.com/abstract=2509125

Rainer Alt (Contact Author)

Information Systems Institute ( email )

Grimmaische Strasse 12
D-04109 Leipzig
Germany

Hubert Österle

University of St. Gallen - SoM: School of Management ( email )

Mueller-Friedberg-Strasse 8
St. Gallen, 9000
Switzerland

Christian Reichmayer

Independent ( email )

Rudolf Zurmühlen

Independent ( email )

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