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The Case Study of «Il Buon Gusto Italiano Business Network»

Author

Listed:
  • Alessandra Tzannis
  • Elisa Martina Martinelli
  • Cinzia Castiglioni

Abstract

In the context of globalization and economic transformation, many companies need to face the challenge of internationalization. The expansion from a domestic to an international market can be an important growth opportunity not only for large multinational companies, but also for small and medium enterprises (Smes). This is especially true for Italian Smes operating in the agri-food industry, given the high level of appreciation and attractiveness of «Made in Italy» food products. In order to succeed in the internationalization process and experience, Smes may benefit from adopting a relational approach entering in a so called «business network», which can be a complex and in some cases a formal network of companies having common goals and working together to become more competitive and innovative. Drawing on a specific case study, Il Buon Gusto Italiano (Bgi), the present paper aims to show the main advantages of being in relationships with other companies operating in the same industry in facing the internationalization process.

Suggested Citation

  • Alessandra Tzannis & Elisa Martina Martinelli & Cinzia Castiglioni, 2021. "The Case Study of «Il Buon Gusto Italiano Business Network»," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 197-218.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/100340:y:2021:i:1:p:197-218
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