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.