Entering the Chinese Market: Opportunities and Challenges for Italian Agri-food Family Businesses

Abstract

The purpose of this thesis is to investigate the opportunities and challenges for Italian agri-food family businesses (FBs) seeking to enter the Chinese market. The research adopts a two-phase approach. A comprehensive literature review examines three main areas. Firstly, it delineates the internalization process and patterns, highlighting its significance for Italian FBs. Secondly, it explores the Chinese market, emphasizing economic and cultural dimensions. Lastly, it analyzes consumption trends of Italian agri-food products in China. Using a qualitative research approach, the study gathers primary data through interviews conducted with a selection of Italian agri-food FBs. Findings reveal that most FBs enter the Chinese market through direct export, working with importers who manage both distribution and communication. Consortiums and trade fairs both play an important role in the internationalization process. The subsequent discussion part gathers valuable recommendations from the sample, aimed at guiding other FBs in their effort to enter the Chinese market.