Internationalization strategies of craft-based and art-based SMEs: the Fornasetti case study

Abstract

A new trend is leading the economic system toward the rediscovery of values, traditions and of the quality of products over their cost of production. Italy, thanks to its strong link with craftsmanship and culture, have the opportunity to leverage on those attributes to compete at the international level and to enter new markets. The aim of the research is to understand how an Italian SME characterized by craft production and cultural heritage can reach higher levels of internationalization. The first chapter provides data about the current structure of the Italian industrial system and on the role played by SMEs, focusing on their trends of internationalization. The second chapter analyses the definition and the importance of the Italian Cultural and Creative Industries as their sector is the most representative of Made in Italy and the one in which most of the cultural values and know-how lie. Through the analysis of a single case study, Fornasetti, the third chapter is aimed to answer at the research question: how can a small-medium Italian company, based on art, on prestigious craft skills and on a production completely maintained in Italy, enter new markets? The answer is found looking at strategic and authentic role played by Fornasetti's core pillars in sustaining both its business practices and their internationalization and brand strategy.