INTERNATIONALIZATION OF PHOTOVOLTAIC CONSULTANCY IN THE INDIAN MARKET: A CASE STUDY ANALYSIS

Abstract

In recent years, the service sector is showing a leading role on the global scene, giving rise to the so-called phenomenon of Knowledge-Intensive Economy. In this context, Knowledge-Intensive Business Services (KIBS), i.e. B2B institutions that provide various types of services related to emerging technologies, play a critical role. The internationalization path of these firms cannot be described through traditional stage theories, as their specificities lead them to the adoption of a born global approach. Their services, indeed, often target niche markets and require a worldwide exploitation of knowledge and competences at a rapid pace, in order to reduce the risk of technological obsolescence. Current literature on KIBS internationalization is still limited and leaves many aspects understudied. Particular attention should be addressed to the challenges these agents face when approaching emerging markets: although the latter offer great revenues generating opportunities, they still significantly differ from developed countries as far as their cultural, administrative, geographical and economic environment is concerned. This dissertation focuses on photovoltaic consultancy as the typology of KIBS under study, and aims at contributing to literature development through the analysis of the main barriers and enablers that are encountered when these service providers approach emerging markets. The research is based on the case study of an Italian company, interested in expanding within the Indian market. Through the adoption of an embedded case study design, this dissertation investigates the sector, the service offering and the company, with a focus on the choice of the target country, the relevant business environment and the factors influencing customers’ adoption decision. Based on the case study findings, suggestions and advices on the internationalization strategy of the case study company are provided.