Morellato & Sector: strategie e internazionalizzazione

Anna Zinola and Romano Cappellari

Micro & Macro Marketing, 2013, issue 1, 169-178

Abstract: Italian enterprises pursue the objective to cross the national bordersand enter the international markets as protagonists. Morellato & Sector,company leader for watches and jewels, stands out among the Italiancompanies that successfully carried out a real internationalization strategy.The company, which operates with property and licence brands,started an important international project in the last years. Currently,more than 40% of Morellato & Sector turnover is generated on internationalmarkets.

Keywords: internationalization strategy; retail; brand portfolio. (search for similar items in EconPapers)
Date: 2013
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