Digitalization as a tool to relaunch, promote and internationalize made in Italy

Vaccari, Lorenzo (A.A. 2021/2022) Digitalization as a tool to relaunch, promote and internationalize made in Italy. Tesi di Laurea in Corporate strategy, Luiss Guido Carli, relatore Evangelos Syrigos, pp. 100. [Master's Degree Thesis]

Full text for this thesis not available from the repository.


Theoretical background and theory. Business internationalization and digitisation processes: analysing the relationship in terms of strategic planning. Digitization processes within global value chains: the impact on how products are marketed and on international manufacturing relocation. Digital transformation and internationalisation choices. "Born global" vs. "digital born global": competitiveness and use of digital technology internally and for communication purposes. Digital marketing as a key element of digitization processes aimed at the entry of "made in Italy" products into foreign markets. The current placement of the "made in Italy" brand in the international scenario: the health crisis and the current scenario of geo-political instability. The multi-channel logic within international marketing strategies: the role of digitalization in the transition to the omnichannel strategy. Research methods and results. Discussion. Future research and limitations.


Bibliografia: pp. 97-99.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair: Corporate strategy
Thesis Supervisor: Syrigos, Evangelos
Thesis Co-Supervisor: Zattoni, Alessandro
Academic Year: 2021/2022
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 09 Feb 2023 14:29
Last Modified: 09 Feb 2023 14:29


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