Swarovski's Crystals

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTA124 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 10 Pages
Period : -
Organization : -
Pub Date : 2005
Teaching Note : Not Available
Countries : Austria
Industry : -


Swarovski is among the best-known Austrian export items around the world. The graceful crystal swan, which is the Swarovski logo, has become famous along with Swarovski glasses, vases, goblets, trinkets, and intricately carved little animal figures.

Nadia, a sixth generation member of the Swarovski family, has been looking seriously at creating a new image for Swarovski in the market. She wants to move into new markets like chandeliers and diamonds. An extension into diamonds might make sense for Swarovski, which has extensive cutting experience with crystal gemstones. Through Signity, the joint venture between Swarovski and Golay Buchel, Swarovski also has expertise in the precision cutting of natural and synthetic gemstones. Whether Swarovski will succeed in these new markets remains to be seen.


Leadership of Ruiz, market response and features of Opteron and the battle between AMD and Intel


  Page No.
Introduction 1
Swarovsk Origins 2
Marketing 3
Rebranding 4
The Road Ahead 6
Exhibits 7


Swarovski, Diamond's, Austrian export items, Swarovski logo, Nadia, Swarovski family, New markets, Joint venture, Swarovski and Golay Buchel and Synthetic gemstones

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