Loretta Battaglia

Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance

The paper aims to verify if country-of-origin effect matters in industrial sectors (BTB), particularly in business relations between firms belonging to markets with high cultural distance. The study was carried out on a sample of 338 firms in the quantitative phase and on 14 firms in the subsequent qualitative phase. 意大利以设计，时尚，地中海美食以及其他意大利制造的产品而闻名于世界。这些产品往往知名度和品牌相关，尤其是在奢侈品行业，但在国际市场上，许多不太知名的意大利公司在技术行业，如机械或电子行业，有着举足轻重的地位。这些传统制造在意大利行业类别以及专门的产品部门，建立所谓的 “4 FS” 意大利卓越。 原产地（COO）的文献主要集中在消费领域（BTC）。工业部门主体（BTB）的研究尚浅，而理论家的理论研究主要可以分为两个流派。有些学者认为 COO 在消费市场上具有相同的重要性，而另有学者断言，工业客户在一个更明智的经营方式下是不太可能受到它的影响。 针对此讨论，本文研究目的如下： BTB 企业的国际化和营销战略的关键要素是什么？尤其是针对于具有较大地域 和文化的差距的市场？ 原产地效应是否在 BTB 产业链中起到直接的重要作用？抑或通过行业属性，市场成熟度，信任和稳定的业务关系的调节作用？ 公司的声誉和品牌标识的重要程度比重如何？ 产品的“制造”渠道或原产地的重要程度如何？ 本研究所采用的方法论，除了文献回顾 BTB 中的背景下对 COO 的文献回顾，还开发了三个阶段的样本，针对 338 家公司进行定量分析，随后选定 14 个进行定性分析。通过实验表明： COO 效果在 BTB 市场的重要性可见一斑，虽然在市场成熟度，行业属性的影响程度有所不同。 原产地效应，无论它是否为公司所用，都赋予公司产品国际公认的 “意大利制造”，如质量，工艺，创新，设计和创意。富通（2005）确定的以行业属性为特征的意大利企业在国外的认可度，COO效应是十分显著的，至少在一开始就构成声誉差。这也证实了COO 在进入一个市场时，特别是针对没有经验的产品或部门起到至关重要的作用。 关于对企业十分重要的声誉和品牌标识，产品/行业经验对购买决策有影响，并可以增加该公司的声誉或品牌的价值。 从国家声誉（COO）过度到企业信誉似乎顺理成章。中国没有那么多的制作或创造的能力，所以建立长期的业务关系，关系和信任是至关重要的，企业的信誉呼吁人们关注到国家的声誉，而就关系的能力而言，这是典型的意大利人所具有的 “文化特征“。 至于COO关系的应用，企业使用不同的方法。有些公司使用 “意大利制造”，有些使用 “欧洲制造” 作为引导以促进谈判。强调产品原产地对不同客户类型影响程度不同。特别是，制成品的目的地取决于它是否仍然在中国或导出它的边界之外。 最后的分析结果证实了在中国的各个渠道之间的关系和合作的重要性，它是沿着价值链上的许多活动的成功关键作用。要在中国经营，尖端技术和高品质的产品或强势品牌往往是一个必要但不充分的条件，尤其是针对随着时间的推移持续发展的企业。采访后发现，企业若要立足中国市场，寻求长远发展，需要敏锐的战略眼光。

Relazioni di business Italia.Cina: quali opportunità per le piccole e medie imprese italiane

L’affermarsi di mercati quali la Cina apre nuove opportunita nel processo di internazionalizzazione. Per le piccole medie imprese il contesto internazionale rappresenta una sfida da affrontare mobilitando e condividendo risorse e conoscenze di altri attori. Cio e subordinato all’instaurazione di relazioni strategiche sul mercato sia interno, sia estero, che incidano sull’intera supply chain aziendale. La tematica e stata indagata mediante una ricerca su un campione di imprese operanti su o per il mercato cinese. Il lavoro fornisce implicazioni manageriali basate su un modello evolutivo proposto per la lettura dei comportamenti delle imprese sui mercati internazionali.

Country Reputation, Brand Reputation and Company Reputation: Their Importance in Business-to-Business Industries

Literature and research studies on country of origin (COO) have mainly focused on its effect in business to consumer (B2C) markets. Among the few scholars who have analysed industrial sectors (B2B), some believe that COO has similar importance and the same function in B2B markets as in B2C markets. In contrast, others argue that industrial customers are less influenced by this phenomenon. To contribute to this debate, we selected a group of Italian companies in different industries operating in at least one foreign market. We administered electronic questionnaires, collecting data and information on the internationalization of these enterprises, the COO effect and its relevance, namely, the elements that most influence the COO effect. The data also enabled us to examine the importance of company and brand reputation in the internationalization of B2B industries.

Italian Small and Medium Enterprises abroad: current situation and future perspectives

This paper explores the internationalization process of the Italian SMEs (small and medium enterprises), and aims to investigate their behaviour in the international contexts to ultimately outline general models able to optimize their peculiarities. The empirical study firstly examines 546 SMEs along their internationalization. The internationalization process is examined through its phases: decisions, marketing strategy, achievements and future perspectives. A second aim is to define sustainable paths for SMEs willing to expand successfully over the Country borders. It also proposes issues and managerial implications to be considered in the international development of Italian SMEs.

Renewable Energy Industries in Europe: Are they Successful in the Chinese Market?

ABSTRACT This article analyses the number, type and presence of European companies – Italian, Spanish, French, German, Dutch, Rumanian, Bulgarian and English – operating in the renewable energies industry in international markets. Enterprises supplying energy from various sources and at different points of the supply chain have long faced the challenges that international and geographically distant markets such as China pose. Specifically, European enterprises appear to encounter difficulties in approaching the Chinese market, which is rapidly developing as a result of the latest five-year plan setting energy and climate change targets and policies. Indeed, the number of European firms investing in China is low due to their small size, high cultural distance and inadequate management strategies. Through the analysis of two business cases (Asja and Caleffi) that have established partnerships and a WFOE in China, the article identifies the main elements of their management strategies that led to successfully operating in China.

The Renewable Energy Industry in Europe: Business and Internationalization Models. A Focus on the Chinese Market

Abstract Purpose The chapter aims to examine the number, type, and international presence of European companies (Italian, Spanish, French, German, Dutch, Rumanian, Bulgarian, and English) operating in the renewable energy industries, as well as Chinese companies. Through the analysis of two businesses that have established partnerships and a wholly foreign owned enterprise (WFOE) in China, the chapter identifies the main elements of their management strategies that led to successful operation in China. Methodology/approach To analyze the main characteristics and the internationalization of the European firms operating in the renewable energy industry, we collected information from secondary data. To identify the successful business models to operate successfully in China, we adopted a qualitative case study approach, based on direct interviews and information published on the company websites and articles found on the web. Findings European enterprises encounter difficulties in approaching the Chinese market, which is rapidly developing as a result of the latest five-year plan setting energy and climate change targets and policies. Indeed, the number of European firms investing in China is low. Through the analysis of two business cases (Asja and Caleffi) that have established partnerships and a WFOE in China, the chapter identifies the main elements of their management strategies that led to successful operation in China. Research limitations The relatively small number of cases (two) limits the generalizability of our findings. However, we are convinced that the size of our case companies and their experience in China mean our results are well grounded, although more research is needed. Originality/value To the best of our knowledge, this is the first study that has explored the business models adopted by European firms operating in the renewable energy industry in China.

New Challenges for the Internationalization of Firms. Italian Companies in China: Business Models and Market Policies

The emergence of markets such as China opens new opportunities in the internationalization process. For companies, especially for small and medium sized enterprises, the international context is a challenge to be faced by mobilizing and sharing the resources and knowledge of other players. This is subject to establishing strategic relations, in both the internal and foreign markets, which affect the entire corporate supply chain.