EU Framework Programme related activities:
» Changing role of knowledge throughout the economy
» Socio-economic development trajectories
» Regional, territorial and social cohesion
» Societal trends and lifestyles
» Cultural interactions in an international perspective
» Interactions & interdependences between world regions
» Mutual learning and co-operation
|Project Title||internationalization of the furniture industry|
|Specific Theme||as is analysis and should be strategy for the internationalization of the furniture industry|
|Coordinator||Federlegno Arredo - Italy|
International and national projects beyond EU Framework Programme
My research focuses on the Relationship Marketing applied in an internationalization strategy of the
furniture industry of the Italian companies. I conducted some comparisons between Italian and German
companies (their first competitors) as well as an in depth analysis of the impact of the cultural distance
between companies located in a easter and western market.
The main object is to map the stakeholders that are more able to bypass cultural distance and create
value in a network to deliver to the final customer, especially when it is located in a different market with
substantial cultural differences.
To do so, I spent two months in one of the main universities of India, the School of Management Studies of
Hyderabad, where I conducted some interviews and I also had the possibility to teach in an MBA on the
topic of Customer Relationship Management.