The Case Study of «Il Buon Gusto Italiano Business Network»

Alessandra Tzannis, Elisa Martina Martinelli and Cinzia Castiglioni

Micro & Macro Marketing, 2021, issue 1, 197-218

Abstract: In the context of globalization and economic transformation, many companies need to face the challenge of internationalization. The expansion from a domestic to an international market can be an important growth opportunity not only for large multinational companies, but also for small and medium enterprises (Smes). This is especially true for Italian Smes operating in the agri-food industry, given the high level of appreciation and attractiveness of «Made in Italy» food products. In order to succeed in the internationalization process and experience, Smes may benefit from adopting a relational approach entering in a so called «business network», which can be a complex and in some cases a formal network of companies having common goals and working together to become more competitive and innovative. Drawing on a specific case study, Il Buon Gusto Italiano (Bgi), the present paper aims to show the main advantages of being in relationships with other companies operating in the same industry in facing the internationalization process.

Keywords: Internationalization process; business network; Made in Italy; agri-food industry; Sme (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/100340 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/100340 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/100340:y:2021:i:1:p:197-218

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().