Internazionalizzazione della piccola media impresa e dinamiche culturali. Un'analisi empirica

Many challenges of international business relate to cultural issues, this is also true for small and medium enterprises. This paper explores internationalisation process of SMEs and aims to investigate marketing localisation process of firms as well as enterprise culture. The understanding of own culture and the awareness of the existing differences in other’s cultures allows powerful business relationships creation and network formation. The empirical study examines enterprise culture, international relationship establishment process and international marketing mix localisation practices of three companies operating in very different industries. This research shows that cultural dynamics affect the internationalisation and the establishment of successful business relationships. It also outlines important issues and management implications to be considered in the international developments of these SMEs