Marketing Balsamic Vinegar to China: a family business case history

Abstract

First of all, it is my aim to illustrate the main topic of this dissertation. Considered the Italian strength in the “Food Area Products” and the continuously growing trend toward exporting, this work starts from analyzing how Italian SMEs look for internationalization among different countries abroad. In order to depict the ways in which such enterprises try to internationalize their activities and products, it is fundamental to understand what does the word “Internationalization” mean. To give this definition, we must assume that foreign markets always include a set of opportunities and difficulties for both SMEs operating or willing to operate in such markets. According to Uppsala Model, the “Internationalization process” can be described as an incremental acquisition, integration and application of foreign markets’ known how.