Business models of Italian entreprises in markets with high cultural distance. A focus on the chinese market: crucial relations, marketing strategies and performances

In the modern competitive environment, characterized by globalization and major economic and financial instability, business strategies must be both rigorous and flexible in order to seize the opportunities arising from the changes taking place. International confrontation, especially for small and medium-sized firms, is a challenge. A challenge that forward-thinking firms can face by leveraging on mobilization, sharing the resources of other actors and developing competencies that enable different relational capabilities with actors along the production - distribution - consumption chain. Of particular interest in the context described, is investigating the change in the firm value constellation, in view of the supply chain internationalization phenomenon. The development of activities on a transnational scale and the search for competitive advantage across borders requires businesses to adopt a collaborative approach involving several partners, national or international, throughout all stages of the value chain. The value of the offer therefore stems from the combined action of other actors in the network, which includes suppliers, subcontractors, agents, customers, but also municipalities, regions, organizations and institutions, where the type of relationship developed is a consequence of the choice of entry mode adopted by the firm. This paper aims to provide some descriptive evidence and interpretations of how Italian firms approach the Chinese market, which has been studied due to the high cultural and geographical distance that exists between the two countries. Particular attention will be paid to: - Analysing the importance of the cultural variable in the context of international activities - Examining collaborations with different players in the chain, both national and international - Identifying virtuous behaviours and successful business models that can ensure an enduring presence in China. The novelty of the contribution lies in combining the analysis of business models, marketing strategies and corporate performance. In support of the basic theoretical considerations, the results of a study on a group of Italian firms operating in China will be presented.