Italian and Indian gold and jewelry SMEs, marketing practices in the USA: A comparative case study
Journal of Small Business and Enterprise Development
ISSN: 1462-6004
Article publication date: 10 August 2010
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
The paper finds that the competitive behavior of Italian SMEs is primarily reactive, whereas Indian companies strategically focus on the expanding Indian immigrant community.
Research limitations/implications
This is a case study evaluating small companies based in two regions (Arezzo, and Hyderabad, India).
Originality/value
A strategic comparison of the competitive conducts of SMEs based in an old economy country and a new economy emerging market‐based firms.
Keywords
Citation
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/10.1108/14626001011068707
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited