Business Models of Italian Enterprises in markets with high cultural distance. A focus on the Chinese market, crucial relations, marketing strategies and performances.

Loretta Battaglia, Elena Cedrola, Anna Grazia Quaranta

Risultato della ricerca: Contributo in libroContributo a convegno

Abstract

This paper aims to provide some descriptive evidence and interpretations of how Italian firms approach the Chinese market, which has been studied due to the high cultural and geographical distance that exists between the two countries. Particular attention will be paid to: - Analysing the importance of the cultural variable in the context of international activities - Examining collaborations with different players in the chain, both national and international - Identifying virtuous behaviours and successful business models that can ensure an enduring presence in China. The novelty of the contribution lies in combining the analysis of business models, marketing strategies and corporate performance.
Lingua originaleEnglish
Titolo della pubblicazione ospite15th McGill International Entrepreneurship Conference “The change in the global economy and the future of international entrepreneurship”
Pagine1-29
Numero di pagine29
Stato di pubblicazionePubblicato - 2012
EventoMcGill International Entrepreneurship Conference - Pavia
Durata: 21 set 201223 set 2012

Convegno

ConvegnoMcGill International Entrepreneurship Conference
CittàPavia
Periodo21/9/1223/9/12

Keywords

  • Business models
  • Italian enterprises in China
  • marketing localization
  • relationships

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