As part of ’The Swatch Group’ ETA SAsupplies watch movements and spareparts to all Swatch brands and othercustomers such as retailers and watchmakers.To improve the quality and theefficiency of the customer relationshipsETA started a Business Networking projectin cooperation with the Universityof St Gallen. This project focused onthe complementary application of twoBusiness Networking strategies that areusually treated separately: supply chainmanagement and electronic commerce(e-commerce). Both concepts allow forestablishing direct relationships to thecustomers. Supply chain managementenables direct deliveries to the customersat lower costs and improvedreliability. E-commerce provides centralizedcatalogues and order entry procedureswith significant advantages intime and cost. This highlight s the importanceof understanding the interrelationsbetween both strategies increating mutual benefits between ETAand their customers.
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