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  • ¶EPIEXOMENA

    ¶PO§O°O™.............................................................................................23 ∂ÈϤÔÓ ÀÏÈÎfi ÁÈ· ÙÔ˘˜ ∞Ó·ÁÓÒÛÙ˜ ÙÔ˘ μÈ‚Ï›Ô˘.........................................26 ŒÚ¢ӷ Û ı¤Ì·Ù· ™ÙÚ·ÙËÁÈ΋˜ ÛÙÔ ΔÌ‹Ì· √¢∂ ÙÔ˘ √¶∞...........................27 ∂ÈϤÔÓ ¢È‰·ÎÙÈÎfi ÀÏÈÎfi ÁÈ· ÙÔ˘ ∫·ıËÁËÙ¤˜ Ô˘ ÀÈÔıÂÙÔ‡Ó ÙÔ μÈ‚Ï›Ô.........28

    EI™A°ø°H O‰ËÁfi˜ AÓ¿Ï˘Û˘ MÂÏÂÙÒÓ ¶ÂÚÈÙÒÛˆÓ..............................................29 E.1 ¶Ò˜ ∞ӷχÂÙ·È ÌÈ· ªÂϤÙË ¶ÂÚ›ÙˆÛ˘ (Case Study)-√‰ËÁfi˜ ÁÈ·

    ™Ô˘‰·ÛÙ¤˜...........................................................................................29 E.1.1 √ÚÈÛÌfi˜ ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘ (case study)....................................29 E.1.2 ∂›‰Ë ÌÂÏÂÙÒÓ ÂÚÈÙÒÛÂˆÓ (case studies)....................................29 E.1.3 ™Ù¿‰È· ·Ó¿Ï˘Û˘ ÌÈ·˜ ÌÂϤÙ˘ ÂÚ›ÙˆÛ˘ (case study)..............30

    E.2 √‰ËÁ›Â˜ ÁÈ· ÙËÓ ∞Ó¿Ï˘ÛË ÌÈ·˜ ªÂϤÙ˘ ¶ÂÚ›ÙˆÛ˘ (Case Study)..........34 BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·..................................................................37

    ENOTHTA I ¢ÈÂıÓ›˜ MÂϤÙ˜ ¶ÂÚÈÙÒÛˆÓ

    ME§ETH ¶EPI¶Tø™H™ 1· SWATCH: √ ∫§∞¢√™ Δ∏™ øƒ√§√°√¶√ππ∞™ ª∂Ãπ Δ√ Δ∂§√™ Δ∏™ ¢∂∫∞∂Δπ∞™ Δ√À 1970...............................................41 1.1 ∏ ∂Ï‚ÂÙÈ΋ ‚ÈÔÌ˯·Ó›· ÚÔÏÔÁÈÒÓ ÛÙ· Ù¤ÏË Ù˘ ‰ÂηÂÙ›·˜ ÙÔ˘ 1970.........41 1.2 ƒÈ˙ÈΤ˜ ∞ÏÏ·Á¤˜ ÛÙÔÓ ∫Ï¿‰Ô Î·È ÙËÓ ÎÔÈÓˆÓ›·.........................................44 1.3 πÛÙÔÚÈο ™ÙÔȯ›· ÁÈ· ÙËÓ ∂Δ∞, ÙËÓ Ebauches Î·È ÙËÓ ASUAG.................47 1.4 ¶ÂÚÈÁÚ·Ê‹ Ù˘ ¶·ÁÎfiÛÌÈ·˜ ∞ÁÔÚ¿˜ ƒÔÏÔÁÈÒÓ.......................................48 1.5 ∏ ∂Ï‚ÂÙÈ΋ øÚÔÏÔÁÔÔÈ›·......................................................................50 1.6 ∏ π·ˆÓÈ΋ øÚÔÏÔÁÔÔÈ›·......................................................................51 1.7 ∏ øÚÔÏÔÁÔÔÈ›· ÛÙÔ Hong Kong............................................................52 1.8 ∏ øÚÔÏÔÁÔÔÈ›· ÛÙȘ ∏ӈ̤Ó˜ ¶ÔÏÈÙ›˜ Ù˘ ∞ÌÂÚÈ΋˜.........................52 ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (A).....54

  • ME§ETH ¶EPI¶Tø™H™ 1‚ H ¶PO™¶A£EIA ANA¢IAP£Pø™H™ TH™ ∂Δ∞...................................55 ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (B).....58

    ME§ETH ¶EPI¶Tø™H™ 1Á SWATCH: H NEA ™TPATH°IKH.............................................................59 1.9 ™‡ÏÏË„Ë ÙÔ˘ ™¯Â‰›Ô˘ Swatch Î·È ™¯¤‰È· ∂ÈÛ·ÁˆÁ‹˜ ÙÔ˘ ÛÙËÓ ∞ÁÔÚ¿....59 1.10 §›Á· ÏfiÁÈ· ÁÈ· ÙË ˙ˆ‹ ÙÔ˘ Nicolas Hayek.............................................61 1.11 ∑ËÙ‹Ì·Ù· ÁÈ· ÙË ¢È·‰Èηۛ· ¶·Ú·ÁˆÁ‹˜ Î·È M¿ÚÎÂÙÈÓÁÎ ÙÔ˘ ™¯Â‰›Ô˘

    Swatch................................................................................................61 1.12 ¢ÔÎÈ̤˜ ¶ÔÈfiÙËÙ·˜-¢ÔÎÈ̤˜ AÁÔÚ¿˜....................................................63 1.13 ¶ÚÔ‚ÏËÌ·ÙÈÛÌÔ› ÁÈ· ÙËÓ ∂ÈÙ˘¯›· ÙÔ˘ ¶ÚÔ˚fiÓÙÔ˜ Swatch.....................63 1.14 To “ŸÓÂÈÚÔ” ÙˆÓ Thomke Î·È Hayek. ∞Ó E›Û·ÛÙ M¤ÙÔ¯Ô˜ Ù˘

    Eȯ›ÚËÛ˘ ı· ÙÔ ™ÙËÚ›˙·ÙÂ;..............................................................64 ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (°).....65

    ME§ETH ¶EPI¶Tø™H™ 1‰ SWATCH: ∏ E¶ITYXIA............................................................................66 1.15 ∏ μ·ÛÈ΋ ∞ÁÔÚ¿ ™Ùfi¯Ô˜ ÙÔ˘ Swatch....................................................67 1.16 ∏ TÈÌ‹.................................................................................................67 1.17 ΔÔ ¶ÚÔ˚fiÓ...........................................................................................68 1.18 ∏ ¢È·ÓÔÌ‹...........................................................................................69 1.19 ∏ EÈÎÔÈÓˆÓ›·.....................................................................................70 1.20 ¶ÚÔ‚ÏËÌ·ÙÈÛÌÔ› ÁÈ· ÙËÓ ¶ÂÚ·ÈÙ¤Úˆ AÓ¿Ù˘ÍË Ù˘ EˆÓ˘Ì›·˜ Swatch..70 1.21 ∫Ú›ÛÈÌ· EÚˆÙ‹Ì·Ù· ÁÈ· ÙÔ M¤ÏÏÔÓ.......................................................72 ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (¢).....72

    ME§ETH ¶EPI¶Tø™H™ 1 SWATCH: H ¢EKAETIA TOY 1990 KAI H NEA XI§IETIA...................73 1.22 √ AÓÙ·ÁˆÓÈÛÌfi˜...................................................................................74 1.23 ΔÔ ÃÔÓÁÎ ∫ÔÓÁÎ Î·È Ë π·ˆÓ›·.............................................................77 1.24 ∏ ∞ÌÂÚÈ΋............................................................................................78 1.25 ∏ EͤÏÈÍË ÙÔ˘ ¶ÚÔ˚fiÓÙÔ˜ Ù˘ Swatch...................................................78 1.26 ∏ ¢È·ÓÔÌ‹...........................................................................................79 1.27 ∏ EÈÎÔÈÓˆÓ›·.....................................................................................79 1.28 ΔÔ Smart.............................................................................................80 1.29 ™˘ÏÏÔÁ‹ ∫ÔÛÌËÌ¿ÙˆÓ – Dress Your Body (DYB).................................81 1.30 √ ŸÌÈÏÔ˜ Swatch (The Swatch Group Ltd)..........................................82 1.31 √È ∂Ù·ÈÚ›˜ √Ì›ÏÔ˘ ·Ó¿ ÙÔ̤· ‰Ú·ÛÙËÚÈfiÙËÙ·˜....................................82

    ™ÙÚ·ÙËÁÈ΋ ÙˆÓ EȯÂÈÚ‹ÛˆÓ88

  • 1.32 √ÈÎÔÓÔÌÈο ™ÙÔȯ›· ÙÔ˘ Swatch Group................................................84 1.33 ¶ÚÔ‚ÏËÌ·ÙÈÛÌÔ› ÁÈ· ÙȘ ∂ÍÂÏ›ÍÂȘ ÛÙÔÓ 21Ô ∞ÈÒÓ·................................86 ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ SWATCH (E).....88 BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·..................................................................89

    ME§ETH ¶EPI¶Tø™H™ 2· CISCO SYSTEMS 2002: ™ÙÚ·ÙËÁÈ΋ ∞Ó¿Ù˘Í˘ ª¤Ûˆ ∂Í·ÁÔÚÒÓ.................................................93 2.1 Δ· ¶ÚÒÙ· μ‹Ì·Ù·..................................................................................93

    2.1.1 Δ· ÚÔ˚fiÓÙ·.................................................................................94 2.1.2 √È ·ÁÔÚ¤˜ ÛÙȘ Ôԛ˜ ‰Ú·ÛÙËÚÈÔÔÈÂ›Ù·È Ë Cisco...........................95 2.1.3 √È ·ÓÙ·ÁˆÓÈÛÙ¤˜ Ù˘ Cisco 2.1.4 Cisco: ∏ ÂÙ·ÈÚ›· ÙˆÓ ÚÂÎfiÚ 2.1.5 √ John Chambers ÛÙË ı¤ÛË ÙÔ˘ ÁÂÓÈÎÔ‡ ‰È¢ı˘ÓÙ‹

    Î·È Ô ÚfiÏÔ˜ ÙÔ˘ ÛÙË ‰È·ÌfiÚʈÛË Ù˘ ÛÙÚ·ÙËÁÈ΋˜ Ù˘ Cisco.........98 2.1.6 ∞ÓÙ·ÁˆÓÈÛÙÈο ÏÂÔÓÂÎÙ‹Ì·Ù· Î·È ·Ú¿ÁÔÓÙ˜ ÂÈÙ˘¯›·˜ Ù˘ Cisco.98 2.1.7 ªÈ· ÁÚ‹ÁÔÚË Ì·ÙÈ¿ ÛÙÔ Ì¤ÏÏÔÓ....................................................101

    2.2 ∏ ™ÙÚ·ÙËÁÈ΋ ·Ó¿Ù˘Í˘ ̤ۈ EÍ·ÁÔÚÒÓ Ù˘ CISCO............................102 2.2.1 ™ÎÔfi˜ ÙˆÓ ÂÍ·ÁÔÚÒÓ................................................................102 2.2.2 ∫ÚÈÙ‹ÚÈ· ÂÈÏÔÁ‹˜ ÙˆÓ ÂÍ·ÁÔÚ·˙ÔÌ¤ÓˆÓ ÂȯÂÈÚ‹ÛˆÓ................102 2.2.3 ¢È·‰Èηۛ· ÂÓۈ̿وÛ˘ ÙˆÓ ÂÍ·ÁÔÚ·˙fiÌÂÓˆÓ ÂȯÂÈÚ‹ÛˆÓ.....104

    2.3 ¶ÚfiÛÊ·Ù˜ EÍÂÏ›ÍÂȘ Î·È MÂÏÏÔÓÙÈΤ˜ ¶ÚÔÔÙÈΤ˜...............................107 2.3.1 ∏ ÎÚ›ÛË ÛÙÔÓ ÎÏ¿‰Ô Ù˘ ˘„ËÏ‹˜ Ù¯ÓÔÏÔÁ›·˜.............................107 2.3.2 ∂ÈÙÒÛÂȘ ÁÈ· ÙË Cisco ·fi ÙËÓ ÙÒÛË Ù˘ ÙÈÌ‹˜ Ù˘ ÌÂÙÔ¯‹˜.....110 2.3.3 ¶Ò˜ Ë Cisco ÛΤÊÙÂÙ·È Ó· ·ÓÙÈÌÂÙˆ›ÛÂÈ ÙËÓ ÎÚ›ÛË.....................112 2.3.4 ∏ ·ÂÈÏ‹ ÙˆÓ Ó¤ˆÓ ·ÓÙ·ÁˆÓÈÛÙÒÓ...............................................115

    ∂ƒøΔ∏™∂π™ μ∞™π™ª∂¡∂™ ™Δ∏ ª∂§∂Δ∏ ¶∂ƒπ¶Δø™∏™ CISCO (A).......116 BÈ‚ÏÈÔÁÚ·Ê›· - AÚıÚÔÁÚ·Ê›·................................................................117

    ME§ETH ¶EPI¶Tø™H™ 2‚ H ™Δƒ∞Δ∏°π∫∏ ¢π∞™ø™∏™/∞¡∞™Δƒ√º∏™ Δ∏