Abstract
This paper argues that export consortia should be re-assessed in terms of relevance and effectiveness, in the light of recent changes in international market competition. Therefore this paper aims to explore the role of export consortia to foster “Made in Italy” companies and products in emerging markets, attempting to highlight their limitations and opportunities. The empirical research is based on two case-studies of Italian export consortia active in the Indian market and promoting agrifood products. According to conducted research, the examined export consortia behaviour shows that little changes have emerged when compared to “traditional” approaches widely practiced in the past, even though it is clear that firms are increasingly aware about the possible role of export consortia in emerging markets.References
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Leonidou, L. C. (1995). Export stimulation: A non-exporter’s perspective. European Journal of Marketing, 29(8), 17-36.
Madsen, T. K., Moen, Ø. and Hammervold, R. (2011). The role of independent intermediaries: The case of small and medium-sized exporters. International Business Review, 21 (4): 535-546.
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of small and medium enterprises. Journal of International Entrepreneurship, 3 (4), 251-262.
Pepe, C. (1984). Lo sviluppo internazionale delle piccole e medie imprese. Milano: Franco Angeli.
Prodi, G. (2007). Le PMI italiane in Cina: produrre per competere. L’Industria, n.3, 515-528.
Ruzzier, M., Hisrich, R. D., & Antoncic, B. (2006). SME internationalization research: past, present, and future. Journal of Small Business and Enterprise Development, 13(4), 476-497.
Sandrey, R., Smit, L., Fundira, T., & Edinger, H. (2008). Non-tariff measures inhibiting South African exports to China and India, Tralac Working Paper.
Tripathi, A., & Srivastava, S. (2011). Interstate migration and changing food preferences in India. Ecology of Food and Nutrition, 50, 410–428
UNIDO (2009). The Strategic Management of Export Consortia: An Analysis of the Experience of UNIDO in Morocco, Peru, Tunisia and Uruguay. Industrial Policy and Private Sector
Development Branch. Ultimo accesso 25 giugno, 2011, http://www.unido.org/fileadmin/user_media/Publications/Pub_free/Strategic_management_of_export_consortia.pdf
Valdani, E., & Bertoli, G. (2006). Mercati internazionali e marketing. Milano: Egea.
Welch, L. S., Joynt, P. (1987). Grouping for export an effective solution. In P. J. Rosson & S. D. Reid (Eds.), Managing Export entry and Expansion: Concepts and Practice. New York:
Praeger.
Yin, R. (1994), Case study research: Design and methods, London: Sage
Ali, J., Kapoor, S., & Moorthy, J. (2010). Buying behaviour of consumers for food products in an emerging economy. British Food Journal, 112 (2), 109–124.
Aureli, S., Ciambotti, M., & Del Baldo, M. (2011). Il contratto di rete come strumento di sviluppo delle piccole e medie imprese. Un’analisi delle prime esperienze. Argomenti, 33, 75-104.
Bertoli, G. (2010). Passaggio in India per le imprese italiane: l’esperienza di Ferrero. In V. Marino (a cura di), Casi di marketing Internazionale. Torino: Giappichelli.
Bertoli, G., & Bertuzzi, P. (2002). I consorzi export nei processi di internazionalizzazione delle imprese minori. In C. Guerini (Ed.), Export Marketing. Milano: Egea.
Bonaccorsi, A., Dalli, D., & Varaldo, R. (1990). La domanda di servizi reali per l’internazionalizzazione delle piccole e medie imprese, Working Paper CNR-PFI.
Browning, L. D., Beyer, J. M., & Shetler, J. C. (1995). Building Cooperation in a Competitive Industry: SEMATECH and the Semiconductor Industry. The Academy of Management Journal,
38(1), 113-151.
Cafferata, R. (1993). La domanda di informazione per l’internazionalizzazione delle piccole imprese: un approccio metodologico. Atti del convegno PFI-CNR “I servizi informativi
per l’internazionalizzazione delle imprese”, Roma, 25 novembre 1992.
Cardona, P., Lawrence, B. S., & Bentler, P. M. (2003). The Influence of Social and Work Exchange Relationships on Organizational Citizenship Behavior. Working Paper, IESE
Business School, n. 497.
Caroli, M., Lipparini, A. (2002), Piccole imprese oltre confine. Roma: Carocci. Cuffaro, V. (2010). Contratti di impresa e contratti tra imprese. Il Corriere del Merito, 1.
Dagnino, G. B., & Rocco, E. (2009). Coopetition Strategy Theory, experiments and cases. London: Routledge.
Del Baldo, M. & Aureli, S. (2012), Networks’Contribution to Small-Sized Firms’Internationalization. International Journal of Economic Behavior, 2: 47-66
De Luca, P. (1992). Il ruolo dei consorzi all’esportazione nel processo di internazionalizzazione delle imprese di minori dimensioni. Trieste: Trieste Consult.
Depperu, D. (1996). Economia dei consorzi tra imprese. Milano: Egea.
Di Gregorio, D., Musteen M. & Thomas D. (2008). Offshore outsourcing as a source of international competitiveness for SMEs. Journal of International Business Studies, 40, 969 – 988.
Easton, G. (1995). Case Research as a Methodology for Industrial Networks: A Realistic Apologia, IMP Conference. Manchester, UK.
Eisenhardt, K. M. (1989). Building Theories from Case Study Research. Academy of Management Review, 14 (4), 532-550.
Esposito, G. F. (2005). Made in Italy e reti di fiducia. Per una diversa politica di promozione all’estero. Milano: FrancoAngeli.
Evers, N. and Knight, J. (2008).’Role of international trade shows in small firm internationalization: a network perspective. International Marketing Review, 25(5): 544-562.
Ghanatabadi, F. (2005), Internationalization of Small and Medium-Sized Enterprises in Iran, Ph.D. dissertation, Luleå University of Technology.
Ghauri, P., Lutz, C., & Tesfom, G. (2003). Using Business Networks to Solve Export Marketing Problems of Small and Medium Sized Manufacturing Firms from Developing
Countries. European Journal of Marketing, 37(5/6), 728-752.
Gilmore, A., Carson, D. and Rocks, S. (2006). Networking in SMEs: Evaluating its contribution to marketing activity. International Business Review, 15: 278-293.
Goyal, A. & Singh, N.P. (2007). Consumer perception about fast food in India: an exploratory study. British Food Journal, 109 (2), 182–195.
Guercini, S. & Woodside A.G. (2012), A strategic supply chain approach: consortium marketing in the Italian leatherwear industry, Marketing Intelligence & Planning, 30, 700-716.
Johanson, J. & Vahlne, J.-E. (2009). The Uppsala internationalization model revisited:From liability of foreignness to liability of outsidership. Journal of International Business Studies, 40, 1411-1431.
Leonidou, L. C. (1995). Export stimulation: A non-exporter’s perspective. European Journal of Marketing, 29(8), 17-36.
Madsen, T. K., Moen, Ø. and Hammervold, R. (2011). The role of independent intermediaries: The case of small and medium-sized exporters. International Business Review, 21 (4): 535-546.
Mahadevan, M. & Blair, D. (2009). Changes in food habits of south indian hindu brahmin immigrants in State College, PA. Ecology of Food and Nutrition, 48, 404–432.
Marelli, M. (1989). L’imprenditorialità consortile nei sistemi produttivi locali. L’areasistema di Cantù. Piccola Impresa-Small Business, 2.
Ministero delle politiche agricole alimentari e forestali. (2008). Memorandum innovativo fra Italia e India. Ultimo accesso 25 giugno, 2011, http://www.aiol.it/contenuti/agricoltura/
strumenti-di-sviluppo/memorandum-innovativo-tra-italia-e-india.
Mintzberg, E. (1979). An Emerging Strategy of “Direct” Research. Administrative Science Quarterly, 24(4), 582-589.
Musso, F. (2006). Strategie di internazionalizzazione fra economie distrettuali e filiere estese. Sinergie, 69, 61-85.
Musso, F. (2010). Innovation in Marketing Channels: Relationships, Technology, Channel Structure. Symphonya: Emerging Issues in Management, 1.
Musso, F., Francioni, B., & Pagano, A. (2012). The Role Of Country-Of-Origin in Supporting Export Consortia in Emerging Markets. In G. Bertoli & R. Resciniti (Eds.), International Marketing and the Country of Origin Effect: The Global Impact of “Made in Italy”.
Cheltenham: Edward Elgar Publishing. Nieto, M. Fernandez, Z. (2005). The role of information technology in corporate strategy
of small and medium enterprises. Journal of International Entrepreneurship, 3 (4), 251-262.
Pepe, C. (1984). Lo sviluppo internazionale delle piccole e medie imprese. Milano: Franco Angeli.
Prodi, G. (2007). Le PMI italiane in Cina: produrre per competere. L’Industria, n.3, 515-528.
Ruzzier, M., Hisrich, R. D., & Antoncic, B. (2006). SME internationalization research: past, present, and future. Journal of Small Business and Enterprise Development, 13(4), 476-497.
Sandrey, R., Smit, L., Fundira, T., & Edinger, H. (2008). Non-tariff measures inhibiting South African exports to China and India, Tralac Working Paper.
Tripathi, A., & Srivastava, S. (2011). Interstate migration and changing food preferences in India. Ecology of Food and Nutrition, 50, 410–428
UNIDO (2009). The Strategic Management of Export Consortia: An Analysis of the Experience of UNIDO in Morocco, Peru, Tunisia and Uruguay. Industrial Policy and Private Sector
Development Branch. Ultimo accesso 25 giugno, 2011, http://www.unido.org/fileadmin/user_media/Publications/Pub_free/Strategic_management_of_export_consortia.pdf
Valdani, E., & Bertoli, G. (2006). Mercati internazionali e marketing. Milano: Egea.
Welch, L. S., Joynt, P. (1987). Grouping for export an effective solution. In P. J. Rosson & S. D. Reid (Eds.), Managing Export entry and Expansion: Concepts and Practice. New York:
Praeger.
Yin, R. (1994), Case study research: Design and methods, London: Sage
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