Paola Signori, Ivan Russo

Marketing internazionale e resilienza. Analisi degli elementi endogeni ed esogeni che influenzano i percorsi di sviluppo delle Pmi italiane in contesti critici

  • Abstract

Informations and abstract

Keywords: international marketing, resilience, competition, Italy.

The research has its main objective the exploration of how the business models of Small Medium Italian companies (Smes), in some contexts, adapt or react to macro and micro environment that could potentially be problematic. Those may cause changes of business context and be instrumental in defining new paths of development of the business, with strategic decisions concerning marketing strategy. The use of a qualitative research methodology has allowed us to understand the dynamics of the evolutionary paths of strategic international marketing of Smes, analyzing the related factors of vulnerability and resilience. The results suggest developmental pathways that depend on the resilience capacity and evolutionary adaptation of business models for Smes in order to keep and develop the firm.

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