Establishing international networks: The internationalisation of Calleija Jewellers and their partnership with the exclusive Aston Martin
Glavas, Charmaine (2013) Establishing international networks: The internationalisation of Calleija Jewellers and their partnership with the exclusive Aston Martin. In Fletcher, Richard & Crawford, Heather (Eds.) International Marketing: An Asia-Pacific Perspective [6th Ed.]. Pearson Education Australia, Frenchs Forest, N.S.W, pp. 664-667.
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Calleija, a small to medium sized (SME) Australian and internationally recognised fine jeweller has secured a significant strategic global partnership with one of the world’s best-known luxury automobile brands, Aston Martin. Forging this international relationship to produce an elegant fine jewellery collection has given rise to a new network between the Australian jewellery industry and the European automobile industry. Calleija’s exclusive association with Aston Martin consolidates a shared passion for the finest quality and craftsmanship which was inspired by Aston Martin’s Supercar, the One-77. This inspiration lead to John Calleija being chosen by Aston Martin to design this latest high-luxury offering in which each design is limited to only 77 pieces utilising 30 unique designs (Calleija, 2012). The story behind Calleija’s internationalisation to the United Kingdom (UK) and their subsequent business-to-business strategic partnership with Aston Martin is no doubt a good sign for the Australian jewellery industry.
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|Item Type:||Book Chapter|
|Keywords:||International Marketing, International Networks, Internationalisation|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2013 Pearson Education Australia|
|Deposited On:||02 Jul 2015 22:28|
|Last Modified:||02 Jul 2016 14:46|
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