Localization and Adaptation strategies in furnishing industries: evidences from the Chinese market

Abstract

The thesis focus on the approach adopted by Italian Smes operating in the furnishing industry in the Chinese market. The first chapter presents an overview of the Chinese furniture market with an analysis of new market trends, existing players, competitors, the market segment involved, and a brief overview of the Italian furniture market and its excellence worldwide: the “Made in Italy” phenomenon. The second chapter provides the thesis with a theoretical support/ framework. First, I will briefly illustrate the different modes of entry chosen by Smes in big and distant markets like the Chinese one, in the furnishing industry, and the strategies implemented by the latter, to penetrate the market, enhance their image and increase their volume of sales. The third chapter is the result of my research conducted partly in China. For this purpose, I have arranged two different interviews addressed to both, Italian companies and Chinese customers. Data collected disclose some details about the entrance of Italian firms in the Chinese furnishing market and about the feedback of the Chinese consumers.