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Dal mercato locale al mercato globale: il caso di una media impresa di torrefazione

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  • Federica Pascucci

Abstract

The primary purpose of this paper is to investigate the internationalization strategy of an Italian medium-sized firm, with a particular focus to the entry strategy in foreign markets. The research questions are the following: 1. What are the main drivers of the firm's internationalization process? 2. How the process has been developed (how, when and where)? 3. How is the entry strategies portfolio arranged? From a methodological point of view, the empirical research is based on a case study analysis, regarding an Italian roasting firm: Kimbo Spa. Espresso coffee is one of the most important Made in Italy products, and the Italian roasting industry is strongly export-oriented. At present, coffee is a «global beverage» and foreign demand has been growing for several years. In addition, Italian market is mature, with an intense competition and both these conditions favour the internationalization of roasting firms. The firm analysed is interesting for two main reasons: first of all, it's a medium-sized firm and recently there is a growing attention to this particular type of firm as regards to its international performance both in business and academic press; secondly, studies about the roasting industry are very few, even if this sector is extremely relevant for domestic economy. The findings emerged from the case study permit to strengthen some theoretical indications and to contradict some others.

Suggested Citation

  • Federica Pascucci, 2015. "Dal mercato locale al mercato globale: il caso di una media impresa di torrefazione," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 505-520.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/81839:y:2015:i:3:p:505-520
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