The role of Made-in-Italy and digitalization in the internationalization capacity of Italian SMEs. The furniture industry - BertO Salotti case study

Abstract

The aim of this thesis is to show how small and medium Italian companies can survive and succeed in the process of internationalization and which are the characteristics that compose their competitive advantage over other SMEs in the world. This first part will be drawn through an attentive analysis of the literature in relation to the characteristics of SMEs and the advantages, costs and current state of globalization. In particular, this dissertation will focus on the furniture industry, renowned for being one of the industries that has most spread and shaped the reputation of Made in Italy worldwide. I will analyze the current state and composition of the Italian furniture industry, highlighting the challenges and opportunities that the Covid 19 pandemic and other shocking events, such as the war in Ukraine, have brought to the sector and how they have affected the relations between Italy and the main export destination countries. Particular attention will be paid to the Brianza industrial district for its distinctive capacity to innovate and leverage on new technologies. In this scenario, BertO Salotti, a small medium-sized company based in Meda, is used as example of a successful strategy, as it is able to combine tradition and innovation both in the internationalization process and in its relationship with the local territory. This case is presented in the hope that it can serve as an inspiration for other small and medium-sized Italian companies facing the challenges of an increasingly digitalized and experience-driven world.