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

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