International retailing of 'made in Italy' products : the results of an observational research in French, Russian and UK markets

Aiello, Gaetano and Donvito, Raffaele and Grazzini, Laura and Godey, Bruno and Pederzoli, Danielle and Wagner, Beverly and Wilson, Juliette and Halliburton, Chris (2014) International retailing of 'made in Italy' products : the results of an observational research in French, Russian and UK markets. In: 13th International Marketing Trends Conference, 2014-01-23 - 2014-01-25.

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Abstract

This paper analyzes the internationalization process towards European markets of Italian firms producing high symbolic value goods (fashion, furniture, food sectors). The analysis focuses upon the role of the brand and "made in" for Italian firms at the point of sale level. Using an observational approach methodology, the research investigates 3 stores located in French market and 3 stores located in UK-Scottish market, in order to highlight the marketing role of brand and "made in" at the point of sale level. Finally the authors try to provide useful insights related to internationalization retailing strategy of companies that have to manage their brands and CoO simultaneously.