Maria Chiarvesio, Raffaella Tabacco, Guido Bortoluzzi

Organizzare e gestire la distribuzione nel mercato indiano dell'arredamento

  • Abstract

Informations and abstract

Keywords: Internationalization; Marketing; Distribution; Emerging Markets; India.

How do firms organize their distribution network to succeed in emerging markets? And to what extent do they adapt already tested solutions in the context of advanced markets when setting up distribution in emerging markets? We moved from these research questions to analyse the distribution strategies of three middle-sized Italian firms belonging to the furniture industry and that recently entered the Indian market. Rules of thumb and managerial suggestions are derived.

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