The second case in the Victorinox series explains how Victorinox, the manufacturer of the swiss army knife, reversed its policy of diversifying its product portfolio and instead focused on its core competency of manufacturing pocket knives.
Victorinox: Cultural Heritage and Brand Innovation (B)
- Publisher:University of Zurich
- Publication year:2017
- Online pub date:
- Updated:March, 2020
- Discipline: Brand Management & Strategy, New Product Design & Marketing, Creativity & Innovation in Business
- Contains:Document | Supplementary Resources | Teaching Notes
- Length:781 words
Region:Western EuropeCountry:SwitzerlandOrganization:VictorinoxOrganization Size:Originally Published In:2017). Victorinox: Cultural heritage and brand innovation (B). S2CSC 006-17-01. Zurich, Switzerland: Swiss Chinese Case Study Center, University of Zurich.(Type:Online ISBN:9781526491558Copyright: © 2017 The Swiss Chinese Case Study Center of the University of Zurich.