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.
Original 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

Keywords

  • internationalization
  • European markets
  • Italian products
  • retailing strategy

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