The progressive growth of foreign multinational companies in different markets and their new company strategies, regarding production, distribution, marketing, brand policies, product diversification, promotional acti...The progressive growth of foreign multinational companies in different markets and their new company strategies, regarding production, distribution, marketing, brand policies, product diversification, promotional activities and investments, should push the universe of Italian small and medium enterprise to follow action lines that are capable to let them compete with the main global actors, with good chances to succeed. The problem is not the influence of big companies on Italian little enterprises, but it is that these last ones must react to their strategies in order to not lose important market shares. The aim of the present work is to analyse, above all, the outcome of an enquiry into enterprises＇ export of an important Italian Region： Campania. In the first part a picture of the wine regional sector is introduced, with particular observations on what are the wine varieties, what is the general level of production, which typologies they offer, what are the characteristics of consumption, and what is the specific economic importance of wine exportation to Campania. In the second part, then, the conducted investigation will be illustrated to the purpose to analyze the actual characteristics of the export of the regional firms, the difficulties found on the international markets and the possibilities of development in the next future, but also the role of information and communication technologies （ICT）, that is able to greatly contribute to achieving a deeper integration, communication and information flow between the different stakeholders in the supply chain.展开更多
文摘The progressive growth of foreign multinational companies in different markets and their new company strategies, regarding production, distribution, marketing, brand policies, product diversification, promotional activities and investments, should push the universe of Italian small and medium enterprise to follow action lines that are capable to let them compete with the main global actors, with good chances to succeed. The problem is not the influence of big companies on Italian little enterprises, but it is that these last ones must react to their strategies in order to not lose important market shares. The aim of the present work is to analyse, above all, the outcome of an enquiry into enterprises＇ export of an important Italian Region： Campania. In the first part a picture of the wine regional sector is introduced, with particular observations on what are the wine varieties, what is the general level of production, which typologies they offer, what are the characteristics of consumption, and what is the specific economic importance of wine exportation to Campania. In the second part, then, the conducted investigation will be illustrated to the purpose to analyze the actual characteristics of the export of the regional firms, the difficulties found on the international markets and the possibilities of development in the next future, but also the role of information and communication technologies （ICT）, that is able to greatly contribute to achieving a deeper integration, communication and information flow between the different stakeholders in the supply chain.
