A Study of Legacy and Brand Strategy of the Century - Old Family Businesses：The Swarovski Group Case

• Main Authors: Hsu, Su-An, 許書安
• Other Authors: Dong, Tse-Ping
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/9eecf5

碩士 === 國立臺灣師範大學 === 高階經理人企業管理碩士在職專班(EMBA) === 106 === According to a survey conducted by the American family business research institute, only 30% of family businesses successfully survive the transition from the first to second generation ownership, 12% survive to third generation, and no more than 3% successfully survive to fourth generation. According to the statistics, there are 25,321 family businesses in Japan, which makes Japan the No.1 country with greatest number of family company of more than 100 years of history in the world , ranking second is the United States, reaching 11,735. China is on the 21st with 204 family companies and Hong Kong is on the 31rd with 89 family companies. This thesis uses the world-famous Swarovski Crystal Group as a case to study for. More than 100 years ago, the founder had already knew patent applications for intellectual property rights, and insisted that not going public on stock market. His unique brand strategy and vision on its right of operation, control, and ownership, making this brand unique in its value, with the magic of creating wealth by making a stone into a “golden crystal”. Today, this century-old brand is run by the members of the fifth generation of five executive board family members. This article will crack down on the curse of "wealthy families lose their fortune in three generations" and reveal how a family business like Swarovski can "survive unto fifth generation." Inheritance is the root of a company’s lasting and sustainable development. This study calls for the Ministry of Education to establish an “International Enterprise Family Research Center” or “Institute” at the top universities as soon as possible, in order to cooperate with production, government, and academia to support sustainable business development and lasting family business.