Internationalisation towards emerging markets: an MCDA perspective on the case of Italian furniture firms in CIS countries.

Abstract

The thesis aims to evaluate the market selection process of Italian furniture firms willing to enter emerging markets, following multi criteria decision analysis (MCDA). It provides an outlook on Italian furniture industry and Russia, Kazakhstan and Azerbaijan as emerging markets. The market selection process is considered from two different perspectives: the firms' one and the Ministry of Economy one. The application of AHP and SMART to the case study of Italian firms willing to enter CIS markets and the internationalization promotion incentives provided by the Ministry of Economy is followed with the discussion of the results, sensitivity analysis and recommendations for future application.