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Marketing internazionale e resilienza. Analisi degli elementi endogeni ed esogeni che influenzano i percorsi di sviluppo delle Pmi italiane in contesti critici

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  • Paola Signori
  • Ivan Russo

Abstract

The research has its main objective the exploration of how the businessmodels of Small Medium Italian companies (Smes), in some contexts,adapt or react to macro and micro environment that could potentiallybe problematic. Those may cause changes of business contextand be instrumental in defining new paths of development of the business,with strategic decisions concerning marketing strategy. The use ofa qualitative research methodology has allowed us to understand the dynamicsof the evolutionary paths of strategic international marketing ofSmes, analyzing the related factors of vulnerability and resilience. Theresults suggest developmental pathways that depend on the resiliencecapacity and evolutionary adaptation of business models for Smes in orderto keep and develop the firm.

Suggested Citation

  • Paola Signori & Ivan Russo, 2013. "Marketing internazionale e resilienza. Analisi degli elementi endogeni ed esogeni che influenzano i percorsi di sviluppo delle Pmi italiane in contesti critici," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 437-452.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/75382:y:2013:i:3:p:437-452
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