Le imprese italiane in Cina: modelli di business emergenti

[Autom. eng. transl.] In the modern competitive scenario, characterized by the process of globalization and by significant economic and financial instability, business strategies must be simultaneously rigorous and flexible in order to be able to seize the possible opportunities deriving from the changes that the global market offers. The international comparison represents a challenge, especially for small and medium-sized companies that intend to maintain continuity over time. A challenge that the most far-sighted companies can face by leveraging the mobilization and sharing of resources of other actors and the development of skills that allow a different relational capacity with the subjects operating along the production - distribution - consumption flow. In the described context, it is of particular interest to investigate the change in the value constellation of companies (Normann and Ramirez, 1994) in the face of the phenomenon of supply chain internationalization. A supply chain understood as a network of opportunities that provides raw materials, transforms them into semi-finished and finished products and delivers them to customers through a distribution system (Tunisini, 2003). The development of activities on a transnational scale and the search for competitive advantages beyond the borders require companies to adopt a collaborative approach that involves different partners, national or international, along all stages of the value chain. The value of the offer arises therefore from the combined action of other network actors (Brito and Roseira, 2005), not necessarily placed on a single market, which in a process of internationalization includes suppliers, sub-suppliers, intermediaries, customers, but also municipalities , regions, institutions and institutions, where the type of relationship developed is a consequence of the choice of the entry methods adopted by the company. The present contribution aims to provide some descriptive and interpretative evidences about how to approach Italian companies to the Chinese market. In particular, how some companies are facing challenges and opportunities expressed by China, changing their traditional approach to business, both from a strategic planning perspective and from the definition of the marketing mix. Attention is devoted to the deepening of the situations of collaboration with the various actors of the supply chain, national and international, in order to grasp and anticipate the opportunities provided by this market.