Internationalization strategies of family SMEs in the Neapolitan tailoring sector: a comparative analysis of Niche and Mass strategies: E. Marinella vs. Sottotono
Palermo, Marta (A.A. 2023/2024) Internationalization strategies of family SMEs in the Neapolitan tailoring sector: a comparative analysis of Niche and Mass strategies: E. Marinella vs. Sottotono. Tesi di Laurea in International business and management, Luiss Guido Carli, relatore Antonio Majocchi, pp. 136. [Master's Degree Thesis]
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Abstract/Index
The role of SME's in the European and Italian economic context: focus on Italian family firms. SME definition and main characteristics. Definition of family business. The role of SMEs in Europe and Italy. SMEs and internationalization: analysis of the Italian landscape. Family firms and internationalization: Niche strategies to overcome the limits of internationalization of SMEs. The typical characteristics of family businesses: a unique business model. The limits of family firms. The internationalization of family-owned SMEs. Niche strategies vs. Mass strategies. Succeeding abroad: the power of niche strategies for family SMEs. Research objectives and methodology. Internationalization of Neapolitan tailoring tradition: comparative analysis of niche and mass strategies of family SMEs in the menswear sector–the Sottotono vs. E. Marinella cases. Men's fashion market in Italy: focus on Neapolitan tailoring. Niche strategy: the case of E. Marinella. Mass strategy: the case of Sottotono. Comparing strategies: rationale behind E. Marinella's internationalization and Sottotono's lack of expansion.
References
Bibliografia: pp. 127-133. Sitografia: pp. 134-136.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Strategic Management (LM-77) |
| Chair: | International business and management |
| Thesis Supervisor: | Majocchi, Antonio |
| Thesis Co-Supervisor: | Pongelli, Claudia |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 29 Apr 2025 16:32 |
| Last Modified: | 29 Apr 2025 16:32 |
| URI: | https://tesi.luiss.it/id/eprint/41919 |
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