International retailing of 'made in Italy' products: the results of an observational research in French, Russian and UK markets

Gaetano Aiello, Raffaele Donvito, Laura Grazzini, Bruno Godey, Danielle Pederzoli, Beverly Wagner, Juliette Wilson, Chris Halliburton

Research output: Contribution to conferencePaper

Abstract

This paper analyzes the internationalization process towards European markets of Italian firms producing high symbolic value goods (fashion, furniture, food sectors). The analysis focuses upon the role of the brand and "made in" for Italian firms at the point of sale level. Using an observational approach methodology, the research investigates 3 stores located in French market and 3 stores located in UK-Scottish market, in order to highlight the marketing role of brand and "made in" at the point of sale level. Finally the authors try to provide useful insights related to internationalization retailing strategy of companies that have to manage their brands and CoO simultaneously.
LanguageEnglish
Number of pages13
Publication statusPublished - Jan 2014
Event13th International Marketing Trends Conference - Venice, Italy
Duration: 23 Jan 201425 Jan 2014

Conference

Conference13th International Marketing Trends Conference
CountryItaly
CityVenice
Period23/01/1425/01/14

Fingerprint

International retailing
Italy
Point of sale
Internationalization process
Internationalization
Marketing
Food sector
Methodology
Retailing

Keywords

  • internationalization
  • European markets
  • Italian products
  • retailing strategy

Cite this

Aiello, G., Donvito, R., Grazzini, L., Godey, B., Pederzoli, D., Wagner, B., ... Halliburton, C. (2014). International retailing of 'made in Italy' products: the results of an observational research in French, Russian and UK markets. Paper presented at 13th International Marketing Trends Conference, Venice, Italy.
Aiello, Gaetano ; Donvito, Raffaele ; Grazzini, Laura ; Godey, Bruno ; Pederzoli, Danielle ; Wagner, Beverly ; Wilson, Juliette ; Halliburton, Chris. / International retailing of 'made in Italy' products : the results of an observational research in French, Russian and UK markets. Paper presented at 13th International Marketing Trends Conference, Venice, Italy.13 p.
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Aiello, G, Donvito, R, Grazzini, L, Godey, B, Pederzoli, D, Wagner, B, Wilson, J & Halliburton, C 2014, 'International retailing of 'made in Italy' products: the results of an observational research in French, Russian and UK markets' Paper presented at 13th International Marketing Trends Conference, Venice, Italy, 23/01/14 - 25/01/14, .

International retailing of 'made in Italy' products : the results of an observational research in French, Russian and UK markets. / Aiello, Gaetano; Donvito, Raffaele; Grazzini, Laura; Godey, Bruno; Pederzoli, Danielle; Wagner, Beverly; Wilson, Juliette; Halliburton, Chris.

2014. Paper presented at 13th International Marketing Trends Conference, Venice, Italy.

Research output: Contribution to conferencePaper

TY - CONF

T1 - International retailing of 'made in Italy' products

T2 - the results of an observational research in French, Russian and UK markets

AU - Aiello, Gaetano

AU - Donvito, Raffaele

AU - Grazzini, Laura

AU - Godey, Bruno

AU - Pederzoli, Danielle

AU - Wagner, Beverly

AU - Wilson, Juliette

AU - Halliburton, Chris

PY - 2014/1

Y1 - 2014/1

N2 - This paper analyzes the internationalization process towards European markets of Italian firms producing high symbolic value goods (fashion, furniture, food sectors). The analysis focuses upon the role of the brand and "made in" for Italian firms at the point of sale level. Using an observational approach methodology, the research investigates 3 stores located in French market and 3 stores located in UK-Scottish market, in order to highlight the marketing role of brand and "made in" at the point of sale level. Finally the authors try to provide useful insights related to internationalization retailing strategy of companies that have to manage their brands and CoO simultaneously.

AB - This paper analyzes the internationalization process towards European markets of Italian firms producing high symbolic value goods (fashion, furniture, food sectors). The analysis focuses upon the role of the brand and "made in" for Italian firms at the point of sale level. Using an observational approach methodology, the research investigates 3 stores located in French market and 3 stores located in UK-Scottish market, in order to highlight the marketing role of brand and "made in" at the point of sale level. Finally the authors try to provide useful insights related to internationalization retailing strategy of companies that have to manage their brands and CoO simultaneously.

KW - internationalization

KW - European markets

KW - Italian products

KW - retailing strategy

UR - http://www.marketing-trends-congress.com/archives/2014/pages/PDF/343.pdf

M3 - Paper

ER -

Aiello G, Donvito R, Grazzini L, Godey B, Pederzoli D, Wagner B et al. International retailing of 'made in Italy' products: the results of an observational research in French, Russian and UK markets. 2014. Paper presented at 13th International Marketing Trends Conference, Venice, Italy.