Nowadays more and more companies are discovering that there is life outside their own countries. This applies both to the Italian companies who decide to work abroad and for foreign companies that decide to enter the Italian market.
In general companies decide to expand internationally because there are limits to the growth of the domestic market, the company has reached a high level of domestic coverage and future growth may stagnate, and last but not least, because of financial and economic reasons.
The promotion of a company in the international market needs a specific strategy and a precise definition of strategies and objectives. The absence of such a strategy makes a coherent marketing approach almost impossible and risks merely being seen as a “me too” presence.