Daniel Swarovski in 1956 and died at the age of 94 years old, he left behind a very large family. At present, the Swarovski family members have more than 150 people, including 28 people in senior management within the company engaged in by the six, who constitute the company's highest decision-making and management.
    In 2002, the company has fully completed the fourth and fifth generation of transfer of power between members. But these new forces both in the geographical distribution, or management philosophy has produced on the differences. Plenty of them     U.S. citizenship, some, or Austrian nationality. At present the company's administration focused on the three fifth-generation family members who: Cohen (Cohen), 39-year-old Swarovski's North American division head; Nadja (Nadja), 35-year-old Ministry of International Exchange person; Marcos (Markus), 31-year-old head of brand management. Although they share a close blood relations, but each was more suitable to match its competitors. Their differences and focus on how to Swarovski's brand re-positioning - is to crystal shaped into a high-end luxury products, or the public can accept the general craft?
   To study in the United States after graduation in Hong Kong, responsible for sales and distribution of the work of Nadja advocate the former. She found the Swarovski brand in Europe and the U.S. have a different meaning: in Europe and Asia, Swarovski crystal has been regarded as an elegant gift; while in the United States, people are buying bulk animal-shaped crystal ornament. When people hear the Nadja's surname even after the most typical response is: "Swarovski, you say to those animals?" This leaves Nadja popular frustration: "I appreciate the animal shaped crystals, but do not want the same as them. "
    Nadja started to re-locate and enhance the Swarovski brand image, her first move was in New York in 1998, opened its first Swarovski Creative Service Center, as the crystal products, exhibition hall, to hire fashion Wattens consultant to guide the craftsmen who cut crystal. At that time, Swarovski's North American sales soared to 1.4 million U.S. dollars from 13 million U.S. dollars. Since 1999, has six centers, in London, Dubai, Paris, Milan, New Delhi and Sao Paulo to open. She and her master of fashion design in Europe to launch in 3000 U.S. dollars worth of crystal necklace or a handbag studded with shards of crystals to meet the luxury market, new products in Milan, New York, the fashion capital of the rage.
    However, such attempts have been questioned other members of the family, the cousin of Nadja Cohen on that: "Luxury is certainly very important, but the real profit for the company is the daily crafts, we intend to move in this direction to reposition the brand." he represents the views of the members of the family of the older generation, and he stood on the same side of the family have respected Gernot and Gernot's son Marcus. Gernot had advocated in 1986 the acquisition of a high-end jewelry store named Zale, hoping to crystal products in which the sale, the result after the huge loss one billion U.S. dollars eventually end up bankrupt. Gernot always keep in mind this lesson. Nadja said Marcos and between the developed to the point where they refused to speak with each other. Nadja privately complained: "I am their best for the company, but it always felt like an outsider."
    The current circumstances, it set up shop in department stores and specialist boutiques Swarovski crystal is still a major marketing channel, but also to Nadja is not good news - the windows are still filled with animal decoration. With a growing family, family differences of opinion among members of each family business is almost inevitable fate. 11 years ago, the Swarovski swan chosen as the company's mark, because in Greece, Rome, India, and Germany's fairy tales, the swan a symbol of purity, strength and sanctity. But to make this an annual turnover of 2 billion U.S. dollars of the family business as a real, such as swans in the northern sky free to fly, fifth-generation family members have in ensuring the continuation and development of the brand persist between bold innovation and a better balance.