The course aims at providing a set of theoretical and practical tools to manage the firm’s internationalization process. Choices related to emerging market entry and to competition in business-to-business contexts will be particularly focused. Starting from the analysis of strategic decisions, some operational choices will be presented as well, including a focus on relational selling.
The exam consists of a written test to assess accurate knowledge, followed by an oral exam. The oral exam is compulsory only for those students that have obtained a particularly high mark in the written test, for all other students it is optional.
Bibliografia di 'Gestione strategica per i mercati internazionali' a.a. 2013-2014
(pdf, it, 9 KB, 06/10/13)
Cassia F., 'Business-to-business branding' (per studenti non frequentanti)
(pdf, it, 226 KB, 06/10/13)
Marketing performance measurement in hotels, travel agencies and tour operators. A study of current practices
(pdf, it, 99 KB, 30/12/15)
Mutual value creation in component co-branding relationships
(pdf, it, 172 KB, 17/11/15)
Public administrators’ engagement in services co-creation. Factors that foster and hinder organisational learning about citizens
(pdf, it, 178 KB, 30/12/15)
The perceived effectiveness of social couponing campaigns for hotels in Italy
(pdf, it, 219 KB, 30/12/15)
