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Article

Tiziano Vescovi

Describes how an Italian university business school (CUOA) is collaborating with a group of ten small and medium enterprises (SMEs), to develop Internet communication…

Abstract

Describes how an Italian university business school (CUOA) is collaborating with a group of ten small and medium enterprises (SMEs), to develop Internet communication strategies. The work in common outlined some typical problems affecting SMEs in their approach to Internet communication. Six problems emerged which represent the causes of the difficult and slow introduction of Internet communication.

Details

Corporate Communications: An International Journal, vol. 5 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

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Article

Francesca Checchinato, Lala Hu, Alessandra Perri and Tiziano Vescovi

The purpose of this paper is to explore the role of different learning sources in the process of capability building of Chinese firms (CFs) approaching international markets.

Abstract

Purpose

The purpose of this paper is to explore the role of different learning sources in the process of capability building of Chinese firms (CFs) approaching international markets.

Design/methodology/approach

The paper is based on the case study of the company “Goodbaby.” The primary data sources are two semi-structured interviews with one of the firm’s managers, which have been triangulated with point of sale visits, interviews with industry experts, and secondary data such as corporate records, patent and trademark data, industry reports and news articles.

Findings

Both the home-country and foreign markets act as sources of learning to support the development of CFs’ marketing capabilities. Learning at home is triggered by the complexity of the national market and the exposure to foreign entrants. Foreign learning is stimulated by the relationships with leading foreign partners and the exposure to advanced final markets. Moreover, each learning source has a positive effect on the development of CFs’ marketing capabilities in both market contexts in which they compete, i.e. the home-market and international markets.

Practical implications

CFs’ managers should be simultaneously receptive to the domestic and foreign contexts, as both may support the development of marketing capabilities. CFs’ managers should recognize the learning opportunities embedded in each of these contexts, and identify the markets where these can be effectively redeployed.

Originality/value

The authors distinguish between different sources of learning in the context of CFs’ internationalization, and explore their triggering factors and their role in the development of an underinvestigated type of capabilities, i.e. the marketing capabilities.

Details

International Journal of Emerging Markets, vol. 12 no. 3
Type: Research Article
ISSN: 1746-8809

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Article

Lala Hu

The purpose of this paper is to analyze the distribution strategies implemented by foreign firms in emerging markets, and to investigate whether they represent an…

Abstract

Purpose

The purpose of this paper is to analyze the distribution strategies implemented by foreign firms in emerging markets, and to investigate whether they represent an opportunity for firms to innovate their practice. China is selected as the setting of the investigation as distribution is a critical determinant of business success for international firms operating there.

Design/methodology/approach

A multiple-case study approach is adopted by investigating the distribution strategies of four Italian firms in China. The collected data consist of interviews with firm managers and their distributors. To ensure triangulation and cross-verify the findings from the primary data, secondary data consisting of sector reports and newspaper articles were analyzed.

Findings

Results discuss how foreign firms develop their distribution system in China and suggest that emerging markets can enable reverse innovation in their distribution strategies.

Research limitations/implications

The research suffers from the limitations of the generalizability of the findings as the study was carried out on a restricted number of firms, and it considered their strategies in one single market.

Practical implications

Managerial implications are discussed on the extent to which the Chinese distribution system still represents a key issue for foreign firms, but it also provides with opportunity for innovation.

Originality/value

While previous research on innovation in emerging markets has mainly focused on product innovation, this study suggests some areas for distribution innovation.

Details

European Business Review, vol. 30 no. 5
Type: Research Article
ISSN: 0955-534X

Keywords

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