Le piccole e medie imprese italiane in Cina. Verso un nuovo approccio di marketing

Translated title of the contribution: [Autom. eng. transl.] Italian small and medium-sized enterprises in China. Towards a new marketing approach

Chiara Luisa Cantu', Elena Cedrola, Loretta Battaglia, Alessandra Tzannis

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

Abstract

The emergence of production and consuption markets such as China, opens up new opportunities for success of internationalization. For SMEs the international context is a challange to be faced by leveraging on strategic and opertional marketing instruments and focusing on the mobilization and sharing of marketing resources and market competences of other actors. This can be achieved by creating strategic relationships re-shaping the structure of the value chain, both within the country of origin market, and in foreign markets. These considerations have been firstly investigated by a survey on a sample of 288 Italian SMEs, operating in and for the Chinese market, with a quantitative questionnaire. In a second step in-depth interviews have been realized to deeply explore market relationships. The results suggest managerial, organizational and marketing implications, as well as some considerations confirming an evolutionary model proposed for the analysis of firms' behaviour on foreign market
Translated title of the contribution[Autom. eng. transl.] Italian small and medium-sized enterprises in China. Towards a new marketing approach
Original languageItalian
Title of host publicationThe Proceedings of 9th International Conference Marketing Trends
Pages1-29
Number of pages29
Publication statusPublished - 2010
EventInternational Conference Marketing Trends - Venezia
Duration: 21 Jan 201023 Jan 2010

Conference

ConferenceInternational Conference Marketing Trends
CityVenezia
Period21/1/1023/1/10

Keywords

  • PMI
  • SMEs
  • business model
  • business relationships
  • internationalization
  • internazionalizzazione
  • modelli di business

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