Organizzare e gestire la distribuzione nel mercato indiano dell'arredamento

Maria Chiarvesio, Raffaella Tabacco and Guido Bortoluzzi

Micro & Macro Marketing, 2014, issue 1, 169-184

Abstract: How do firms organize their distribution network to succeed inemerging markets? And to what extent do they adapt already testedsolutions 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.

Keywords: Internationalization; Marketing; Distribution; Emerging Markets; India. (search for similar items in EconPapers)
Date: 2014
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