Small-Medium Sized Manufacturers’ Internationalization through Retail Store Openings Abroad: A Study of the Italian Fashion Industry
International Marketing in the Fast Changing World
ISBN: 978-1-78560-233-7, eISBN: 978-1-78560-232-0
Publication date: 24 October 2015
Abstract
Purpose
This paper deals with the international expansion of manufacturing small- and medium-sized enterprises (SMEs) through the opening of retail outlets in foreign countries. The paper develops and discusses five research questions.
Methodology/approach
The paper discusses emerging data from the analysis of a database set up in recent years. In particular, it deals with 1,419 retail operations regarding 246 Italian fashion brands in 77 foreign markets during the period from 2005 and 2010.
Findings
The paper points out that retail operations are largely used by Italian fashion SMEs to internationalize. This form of entry in foreign markets is used to develop in both mature and emerging markets and it seems related to the brand potential of Italian fashion SMEs abroad.
Research limitations
The paper is limited to the case of Italian fashion brands and to the period 2005–2010.
Originality/value
The paper considers an unexplored area of the internationalization theory of SMEs, that of the development abroad through retail store openings. The paper offers insights on the extent to what this strategy is used by Italian fashion brands.
Keywords
Acknowledgements
Acknowledgment
Both the authors thank Tamer Cavusgil for suggestions and precious references during their recent visit at the CIBER-Georgia State University.
Citation
Guercini, S. and Runfola, A. (2015), "Small-Medium Sized Manufacturers’ Internationalization through Retail Store Openings Abroad: A Study of the Italian Fashion Industry", International Marketing in the Fast Changing World (Advances in International Marketing, Vol. 26), Emerald Group Publishing Limited, Leeds, pp. 61-84. https://doi.org/10.1108/S1474-797920150000026004
Publisher
:Emerald Group Publishing Limited
Copyright © 2015 Emerald Group Publishing Limited