The purpose of this paper is to examine current patterns of international marketing activities of Italian gold firms with a special emphasis on the US market and to juxtapose them with those adopted by Indian gold firms.
A sample of small‐ and medium‐sized enterprises (SMEs) from Italy and India served as the study setting. Data were collected via depth interviews from the owners/managers of four Italian and three Indian firms.
The paper finds that the competitive behavior of Italian SMEs is primarily reactive, whereas Indian companies strategically focus on the expanding Indian immigrant community.
This is a case study evaluating small companies based in two regions (Arezzo, and Hyderabad, India).
A strategic comparison of the competitive conducts of SMEs based in an old economy country and a new economy emerging market‐based firms.
Simoni, C., Rabino, S. and Zanni, L. (2010), "Italian and Indian gold and jewelry SMEs, marketing practices in the USA: A comparative case study", Journal of Small Business and Enterprise Development, Vol. 17 No. 3, pp. 403-417. https://doi.org/10.1108/14626001011068707Download as .RIS
Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited