Lingua e comunicazione: la prospettiva delle imprese

This chapter is focused on two cases of medium-sized Italian companies, iGuzzini and Loccioni, based in the Marche region. Both companies are considered best in class within the local business system and have a strong international reputation. Both firms have undertaken an internationalization strategy, which has led them to consolidate their competitive advantages based on excellence, quality and customer service. The analysis of the two cases allows to highlight some important aspect related to cultural and linguistic diversity in the internationalization processes of small and medium firms. Also the peculiarity of the use of social media is considered. A specific attention is paid to the issue of comunication in the Chinese market, which requires completely different strategies, tools and approaches.