I modelli di business delle imprese italiane che operano in mercati con alta distanza culturale. Un focus sul mercato cinese: relazioni, strategie di marketing e performances aziendali

Translated title of the contribution: [Autom. eng. transl.] The business models of Italian companies operating in markets with a high cultural distance. A focus on the Chinese market: relationships, marketing strategies and corporate performances

Loretta Battaglia, Elena Cedrola, Anna Grazia Quaranta

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

[Autom. eng. transl.] The paper focuses on the Italian business reality and aims to describe how companies approach a market with high cultural distance: China, in particular, if and how they changed their business model to face the Chinese challenge. The theses supported are the following: - market effectiveness and performance increase with the localization of the business strategy; - effectiveness and market performance increase with the increase in the number and depth of relations along the company supply chain
Translated title of the contribution[Autom. eng. transl.] The business models of Italian companies operating in markets with a high cultural distance. A focus on the Chinese market: relationships, marketing strategies and corporate performances
Original languageItalian
Title of host publicationIX Convegno Annuale della Società Italiana Marketing "Marketing Internazionale ed Effetto Country of Origin
Pages1-9
Number of pages9
Publication statusPublished - 2012
EventMarketing Internazionale ed Effetto Country of Origin - Benevento
Duration: 20 Sep 201221 Sep 2012

Conference

ConferenceMarketing Internazionale ed Effetto Country of Origin
CityBenevento
Period20/9/1221/9/12

Keywords

  • imprese italiane in cina
  • localizzazione di marketing
  • modelli di business e performance
  • relazioni di business

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