Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

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