The evolution of the business model of Marcolin Spa: an insight into the comparison between internationalization and internationality

Abstract

The thesis retraces the story of the company focusing on the set of values and meanings at the bases of its identity verifying the strategy coherence. The study is supposed to understand the evolution of the firm finding out how moving from a strategy to another affects the business model and checking if the intimate ‘raison d'être’ of the firm is solid and persists through the time. With more than 50 years of experience in the eyewear sector, Marcolin Spa is actually pursuing an international expansion phase facing new challenges that will lead it to conquer a stronger worldwide position. However, it seems that being international has not just to deal with the process of internationalization but it also involves people inside the organization.