Internationalization of Italian SMEs of the furniture industry: the Canova project

Abstract

The internationalization of Italian SMEs of the furniture industry and the entrance in the Brazilian market as a chance to survive to the crisis. The core of the project is the creation of a permanent showroom in São Paulo, Brazil. It will provide a common place for the enterprises to expose their own products and to organize promotional events. Furthermore, Broadway Consulting, the company that designed the whole plan, will be concerned with promotion and communication activities and will be taking care of the relations between Brazilian clients and Italian firms. Thus, SMEs will obtain results in terms of promotion, distribution and visibility that they could not achieve individually. As regards the financial side, the gathering of the companies into a consortium held by Banco Popolare di Vicenza gives access to EU funds that significantly contribute to finance the project.