Harmont&Blaine: specificità dei mercati e strategie internazionali di una media impresa

Michela Matarazzo

Micro & Macro Marketing, 2012, issue 3, 553-576

Abstract: The Mid-Sized Firms (Msfs) topic has grown significantly in recentyears in Italy, for the outstanding performance in foreign markets ofthis kind of firm. In this respect some evidences are stated but at thesame time there are several thesis disputing them and leading to fieldverification of the above evidences. The objective of this article is tounderstand international strategies of Msfs of Made in Italy, with particularreference to two main questions: why, where and how to enterforeign markets (entry strategies) and how to create value (businessmodels). More precisely, the research questions can be declined as follows:what foreign markets are Italian medium-sized firms approaching?For what reasons? What entry modes are chosen by Italian mediumsizedfirms to enter foreign markets? How do they vary in relation todifferentgeographical areas, developed and developing ones? For whatreasons?What business models are adopted by these firms in differentgeographical areas? Methodologically, the research suggests the use ofcase study, in order to compare the strategic choices of an Italian Msfin different markets (Western and emerging ones). The firm analysed isHarmont&Blaine selected for its high growth performance. A numberof theoretical and managerial implications suggested by the case studyresults are discussed.

Keywords: international strategies; Mid-Sized Firms; Made in Italy. (search for similar items in EconPapers)
Date: 2012
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