Riassunto analitico
The rise of Asia was predicted by Napoleon, he said: “Let her sleep, for when she wakes she will shake the world”. Asia cover almost 30% of Earth’s total surface area stretching from the Mediterranean sea to the Pacific ocean, including more than 50 countries with a population of more than 4,5 billion people . For the most recorded history, Asia has been the most important economy in the globe. For instance, until the mid-1800s, China, India and Japan together generated a GDP PPP than the United States, Canada, United Kingdom, France Germany and Italy combined. After World War II, Asian count for less than 20% of global GDP , in 2020 is going to account more than 30% and it is expected to be more than an half of global GDP in 2050 . One of the main player in the Asian context is India. In this thesis, I have analyzed how in the decades after World War II globalizations started to be a phenomena to be considered crucial for the understanding of global economy. Globalization pushes companies to go beyond national boundaries and explore international opportunities in order to growth. Countries such as China and India were seen just as “manufacturing countries” in the last years but now, these two countries are seen as enormous market thanks to their characteristics. India is the second country for population in the world and it is going to be the first, surpassing China, in next 4-5 years, having the youngest working population in the globe. India is a great opportunities for almost every kind of company and thanks to the process of opening pursued by the latest governments. During my period in India, I studied the possibility of internationalization in the Asian country. Almost every industry of India has a positive outlook, I focused my attention on the painting industry. We are going to analyse deeply this industry in order to understand if the outlook in the next years is positive or negative. Italian economy is characterized for the relevant presence of SMEs. Therefore, I analysed how and if for an Italian SME operating in the decorative painting industry is good investment to enter in India. The differences between Indian and European might be several. In order to understand deeply these differences I run different market and company visits. All the data gathered in the market visit together with the studying of the industry will help us to understand if (and how) is a good investment to enter and in the Indian painting industry for an Italian SME.
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