Abstract
This article examines the process of internationalization through retail stores of the SMEs fashion manufacturers firms. In particular, the article presents the results of the analysis of a database build ad hoc by the authors on the openings of retail stores by manufacturing firms in the fashion industry in the period 2004-2013. The article analyzes 2,127 openings, highlighting the role of SMEs, which account for a significant percentage of these openings. The results highlight the path of the development in terms of countries involved and some elements of difference between SMEs and large enterprises. The paper ends with some tentative research implicationsReferences
Aiello G.M., & Guercini S. (2010), Relazioni tra brand e punto vendita per lo sviluppo di nuovi mercati per le imprese italiane della moda, Mercati e Competitività, n. 2, pp. 15-49.
Alexander, N. (1990). Retailers and international markets: motives for expansion. International Marketing Review, 7(4).
Alexander, N., & Myers, H. (2000). The retail internationalisation process.International marketing review, 17(4/5), 334-353.
Antonelli G., Vigano E. (2012), “Il ruolo dei marchi di qualità dell’Unione Europea nelle strategie competitive delle piccole e medie imprese agroalimentari italiane”, Piccola Impresa/Small Business, n. 3, pp. 31-47
Cedrola, E., & Battaglia, L. (2012). Piccole e medie imprese e internazionalità: strategie di business, relazioni, innovazione. Sinergie rivista di studi e ricerche, (85).
Bonaccorsi A. (1992), On the relationship between firm size and export intensity, Journal of International Business Studies, Vol. 23, N. 4, pp. 605-635.
Brouthers, K. D., & Nakos, G. (2004). SME entry mode choice and performance: A transaction cost perspective. Entrepreneurship Theory and Practice, Vol. 28, N. 3, pp. 229-247.
Coviello N.E., & Martin K.A.M. (1999), Internationalization of Service SMEs: An Integrated Perspective from the Engineering Consulting Sector, Journal of International Marketing, Vol. 7, N. 4, pp. 42-66.
Crick, D. (2009). The internationalisation of born global and international new venture SMEs. International Marketing Review, Vol. 26, N. 4/5, pp. 453-476.
Christmann, H., Alexander, A., & Wood, S. (2015). Exploring brand identity and entrepreneurship as drivers of small specialist retailer internationalisation: a German case study. The International Review of Retail, Distribution and Consumer Research, 1-17.
D'Angelo A., Majocchi A., Zucchella A., & Buck T. (2013), Geographical pathways for SME internationalization: Insights from an Italian sample, International Marketing Review, Vol. 30, N. 2, pp. 80-105.
Dawson, J. A. (1994). Internationalization of retailing operations. Journal of marketing management, 10(4), 267-282.
De Chiara, A., & Minguzzi, A. (2002). Success factors in SME's internationalization processes: An Italian investigation. Journal of Small Business Management, Vol. 40, N. 2, pp. 144-153.
Dobbs, R. Sven S., Remes, J., Manyika, J., Roxburgh, C., & Restrepo, A. (2011). Urban world: Mapping the economic power of cities. McKinsey Global Institute.
Doherty, A. M. (2009). Market and partner selection processes in international retail franchising. Journal of Business Research, 62(5), 528-534.
Fayos Gardó, T., Calderón García, H., & Mollá Descals, A. (2015). Internationalization of SME retailer: barriers and the role of public support organizations. International Journal of Retail & Distribution Management, 43(2), 183-200.
Filatotchev I., Liu X., Buck T., & Wright M. (2009), The Export Orientation and Export Performance of High Technology SMEs in Emerging Markets: The Effects of Knowledge Transfer by Returnee Entrepreneurs, Journal of International Business Studies, Vol. 40, N. 6, pp. 1005-1021.
Gripsrud, G., & Benito, G. R. (2005). Internationalization in retailing: Modeling the pattern of foreign market entry. Journal of Business Research, 58(12), 1672-1680.
Guercini S. (2004), International competitive change and strategic behaviour of Italian textile-apparel firms, Journal of Fashion Marketing and Management, Vol. 8, N. 3, pp. 320-339.
Guercini, S., & Runfola, A. (2004), Sourcing strategies in clothing retail firms: product complexity versus overseas supply chain. Journal of Customer Behaviour, 3(3), 305-334.
Guercini S., & Runfola A. (2015), Small-medium sized manufactures internationalization through retail stores openings abroad. A study of the Italian fashion industry, Advances in International Marketing, Vol. 26, pp. 59-82
Guercini, S., & Runfola, A. (2016), How western marketers respond to the new middle class in emerging market cities: The case of Italian Fashion Marketers. International Business Review, 25 (3), 691–702.
Hollander, S. C. (1970). Multinational retailing. Institute for International Business and Economic Development Studies, Michigan State University.
Hutchinson, K., Quinn, B., & Alexander, N. (2006). SME retailer internationalisation: case study evidence from British retailers. International Marketing Review, Vol. 23, N. 1, pp. 25-53.
Kalinic, I., & Forza, C. (2012). Rapid internationalization of traditional SMEs: Between gradualist models and born globals. International Business Review, Vol. 21, N. 4, pp. 694-707.
Knight, G. A. (2001). Entrepreneurship and strategy in the international SME.Journal of international management, 7(3), 155-171.
Kuivalainen O., Sundqvist S., Saarenketo S., & McNaughton R. (2012), Internationalization patterns of small and medium-sized enterprises, International Marketing Review, Vol. 29, N. 5, pp. 448-465.
Laufs, K., & Schwens, C. (2014). Foreign market entry mode choice of small and medium-sized enterprises: A systematic review and future research agenda. International Business Review, Vol. 23, N. 6, pp. 1109-1126.
Lu, J. W., & Beamish, P. W. (2001). The internationalization and performance of SMEs. Strategic management journal, 22(6/7), 565-586.
Lu, J. W., & Beamish, P. W. (2006). SME internationalization and performance: Growth vs. profitability. Journal of International Entrepreneurship, 4(1), 27-48.
Majocchi, A., & Zucchella, A. (2003). Internationalization and performance findings from a set of Italian SMEs. International Small Business Journal, Vol. 21, N. 3, pp. 249-268.
Nisar S., Boateng A., Wu J., & Leung M. (2012), Understanding the motives for SMEs entry choice of international entry mode, Marketing Intelligence & Planning, Vol. 30, N. 7, pp. 717-739.
O’Cass A., & Weerawardeba J. (2009), Examining the role of international entrepreneurship, innovation and international market performance in SME internationalization, European Journal of Marketing, Vol. 43, N. 11/12, pp. 1325-1348.
Palmer, M. (2005). Retail multinational learning: a case study of Tesco.International journal of retail & distribution management, 33(1), 23-48.
Pederzoli, D., & Kuppelwieser, V. G. (2015). Retail companies’ internationalization behavior and the 2008 crisis. International Journal of Retail & Distribution Management, 43(9), 870-894.
Ruzzier M., Hirsrich R., & Antoncic B. (2006), SMEr internationalization research: past, present and future, Journal of Small Business and Enterprise Development, Vol. 13, N. 4, pp. 476-497.
Soininen, J., Puumalainen, K., Sjögrén, H., & Syrjä, P. (2012). The impact of global economic crisis on SMEs: does entrepreneurial orientation matter?.Management Research Review, Vol. 35, N. 10, pp. 927-944.
Swoboda, B., Elsner, S., & Olejnik, E. (2015). How do past mode choices influence subsequent entry? A study on the boundary conditions of preferred entry modes of retail firms. International Business Review, 24(3), 506-517.
Tunisini, A., Capuano, G., Arrigo, T., & Bertani, R. (2013). Contratto di rete. Lo strumento Made in Italy per integrare individualità e aggregazione(pp. 1-144). Franco Angeli.
Zucchella A., & Servais P. (2012), The internationalisation process of small- and medium-sized firms and the liability of complexity, International Journal of Entrepreneurship and Small Business Vol. 15, N. 2, pp. 191-212
Alexander, N. (1990). Retailers and international markets: motives for expansion. International Marketing Review, 7(4).
Alexander, N., & Myers, H. (2000). The retail internationalisation process.International marketing review, 17(4/5), 334-353.
Antonelli G., Vigano E. (2012), “Il ruolo dei marchi di qualità dell’Unione Europea nelle strategie competitive delle piccole e medie imprese agroalimentari italiane”, Piccola Impresa/Small Business, n. 3, pp. 31-47
Cedrola, E., & Battaglia, L. (2012). Piccole e medie imprese e internazionalità: strategie di business, relazioni, innovazione. Sinergie rivista di studi e ricerche, (85).
Bonaccorsi A. (1992), On the relationship between firm size and export intensity, Journal of International Business Studies, Vol. 23, N. 4, pp. 605-635.
Brouthers, K. D., & Nakos, G. (2004). SME entry mode choice and performance: A transaction cost perspective. Entrepreneurship Theory and Practice, Vol. 28, N. 3, pp. 229-247.
Coviello N.E., & Martin K.A.M. (1999), Internationalization of Service SMEs: An Integrated Perspective from the Engineering Consulting Sector, Journal of International Marketing, Vol. 7, N. 4, pp. 42-66.
Crick, D. (2009). The internationalisation of born global and international new venture SMEs. International Marketing Review, Vol. 26, N. 4/5, pp. 453-476.
Christmann, H., Alexander, A., & Wood, S. (2015). Exploring brand identity and entrepreneurship as drivers of small specialist retailer internationalisation: a German case study. The International Review of Retail, Distribution and Consumer Research, 1-17.
D'Angelo A., Majocchi A., Zucchella A., & Buck T. (2013), Geographical pathways for SME internationalization: Insights from an Italian sample, International Marketing Review, Vol. 30, N. 2, pp. 80-105.
Dawson, J. A. (1994). Internationalization of retailing operations. Journal of marketing management, 10(4), 267-282.
De Chiara, A., & Minguzzi, A. (2002). Success factors in SME's internationalization processes: An Italian investigation. Journal of Small Business Management, Vol. 40, N. 2, pp. 144-153.
Dobbs, R. Sven S., Remes, J., Manyika, J., Roxburgh, C., & Restrepo, A. (2011). Urban world: Mapping the economic power of cities. McKinsey Global Institute.
Doherty, A. M. (2009). Market and partner selection processes in international retail franchising. Journal of Business Research, 62(5), 528-534.
Fayos Gardó, T., Calderón García, H., & Mollá Descals, A. (2015). Internationalization of SME retailer: barriers and the role of public support organizations. International Journal of Retail & Distribution Management, 43(2), 183-200.
Filatotchev I., Liu X., Buck T., & Wright M. (2009), The Export Orientation and Export Performance of High Technology SMEs in Emerging Markets: The Effects of Knowledge Transfer by Returnee Entrepreneurs, Journal of International Business Studies, Vol. 40, N. 6, pp. 1005-1021.
Gripsrud, G., & Benito, G. R. (2005). Internationalization in retailing: Modeling the pattern of foreign market entry. Journal of Business Research, 58(12), 1672-1680.
Guercini S. (2004), International competitive change and strategic behaviour of Italian textile-apparel firms, Journal of Fashion Marketing and Management, Vol. 8, N. 3, pp. 320-339.
Guercini, S., & Runfola, A. (2004), Sourcing strategies in clothing retail firms: product complexity versus overseas supply chain. Journal of Customer Behaviour, 3(3), 305-334.
Guercini S., & Runfola A. (2015), Small-medium sized manufactures internationalization through retail stores openings abroad. A study of the Italian fashion industry, Advances in International Marketing, Vol. 26, pp. 59-82
Guercini, S., & Runfola, A. (2016), How western marketers respond to the new middle class in emerging market cities: The case of Italian Fashion Marketers. International Business Review, 25 (3), 691–702.
Hollander, S. C. (1970). Multinational retailing. Institute for International Business and Economic Development Studies, Michigan State University.
Hutchinson, K., Quinn, B., & Alexander, N. (2006). SME retailer internationalisation: case study evidence from British retailers. International Marketing Review, Vol. 23, N. 1, pp. 25-53.
Kalinic, I., & Forza, C. (2012). Rapid internationalization of traditional SMEs: Between gradualist models and born globals. International Business Review, Vol. 21, N. 4, pp. 694-707.
Knight, G. A. (2001). Entrepreneurship and strategy in the international SME.Journal of international management, 7(3), 155-171.
Kuivalainen O., Sundqvist S., Saarenketo S., & McNaughton R. (2012), Internationalization patterns of small and medium-sized enterprises, International Marketing Review, Vol. 29, N. 5, pp. 448-465.
Laufs, K., & Schwens, C. (2014). Foreign market entry mode choice of small and medium-sized enterprises: A systematic review and future research agenda. International Business Review, Vol. 23, N. 6, pp. 1109-1126.
Lu, J. W., & Beamish, P. W. (2001). The internationalization and performance of SMEs. Strategic management journal, 22(6/7), 565-586.
Lu, J. W., & Beamish, P. W. (2006). SME internationalization and performance: Growth vs. profitability. Journal of International Entrepreneurship, 4(1), 27-48.
Majocchi, A., & Zucchella, A. (2003). Internationalization and performance findings from a set of Italian SMEs. International Small Business Journal, Vol. 21, N. 3, pp. 249-268.
Nisar S., Boateng A., Wu J., & Leung M. (2012), Understanding the motives for SMEs entry choice of international entry mode, Marketing Intelligence & Planning, Vol. 30, N. 7, pp. 717-739.
O’Cass A., & Weerawardeba J. (2009), Examining the role of international entrepreneurship, innovation and international market performance in SME internationalization, European Journal of Marketing, Vol. 43, N. 11/12, pp. 1325-1348.
Palmer, M. (2005). Retail multinational learning: a case study of Tesco.International journal of retail & distribution management, 33(1), 23-48.
Pederzoli, D., & Kuppelwieser, V. G. (2015). Retail companies’ internationalization behavior and the 2008 crisis. International Journal of Retail & Distribution Management, 43(9), 870-894.
Ruzzier M., Hirsrich R., & Antoncic B. (2006), SMEr internationalization research: past, present and future, Journal of Small Business and Enterprise Development, Vol. 13, N. 4, pp. 476-497.
Soininen, J., Puumalainen, K., Sjögrén, H., & Syrjä, P. (2012). The impact of global economic crisis on SMEs: does entrepreneurial orientation matter?.Management Research Review, Vol. 35, N. 10, pp. 927-944.
Swoboda, B., Elsner, S., & Olejnik, E. (2015). How do past mode choices influence subsequent entry? A study on the boundary conditions of preferred entry modes of retail firms. International Business Review, 24(3), 506-517.
Tunisini, A., Capuano, G., Arrigo, T., & Bertani, R. (2013). Contratto di rete. Lo strumento Made in Italy per integrare individualità e aggregazione(pp. 1-144). Franco Angeli.
Zucchella A., & Servais P. (2012), The internationalisation process of small- and medium-sized firms and the liability of complexity, International Journal of Entrepreneurship and Small Business Vol. 15, N. 2, pp. 191-212
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