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Swiss goods regarded as expensive world-beaters

"Made in Switzerland" is a label that reassures consumers around the world, according to a new study by the University of Berne.

"Made in Switzerland" is a label that reassures consumers around the world, according to a new study by the University of Berne. The findings are based on interviews carried out between 1991 and 1997 with 3400 senior managers in Britain, France, Germany, Italy, Japan, Switzerland and the United States.

Those questioned regarded Swiss-made goods as exclusive, high-quality and environmentally-friendly. However, they also thought they were too expensive and not innovative enough.

The most highly-rated Swiss goods include watches, jewellery, financial services and pharmaceutical products, which are regarded as world leaders.

The only worrying trend highlighted by the report is that Swiss reliability and quality were cited less often by managers interviewed towards the end of the six-year survey.

The report recommends that Swiss manufacturers lower prices while maintaining quality and keeping their products up-to-date.

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