Business Models of Italian Enterprises in Markets with high Cultural Distance. A Focus on the Chinese Market, Crucial Relations, Marketing Strategies and Performances

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 i) analysing the importance of the cultural variable in the context of international activities ii) examining collaborations with different players in the chain, both national and international iii) 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.