Riassunto analitico
The purpose of this thesis project is to study and develop new export modes and channels for the internationalization of Italian luxury firms in the sector of furniture and design, for the Indian market.
The Indian territory could be a complex place for a firm to open physical store and sell luxury niche products, not because there would not be a demand, but because all the operations involved from the production in Italy to the final selling point in India would be complex and costly.
The idea for these firms to sell their products through Indian on-line stores, also considering the enormous potentiality of the Indian market in the next years in terms of usurers that will use more frequently internet during their acquiring process, thus, seems to be more sustainable.
An Indian costumer who order a product, however, cannot wait two or more weeks to receive it from Italy. Then the exporting company should open a warehouse directly in the market in order to stock the goods which would be quickly available. Here again, the cost for a single company to open such a platform would be not sustainable.
From that the core idea of this project: study and analyse the Indian market to understand the sustainability and the cost of the whole supply chain, procurement and operation management for the development of an international platform, expression of an innovative hybrid export mode, which would be participated from different Italian companies sharing the same investment, in order to be directly connected with the major e-commerce reseller in the Indian national territory.
After a deep study of the Indian cultural and commercial environment, the technical difficulties then the feasibility of this project, and after having structured the main characteristic of this internationalization process, this would be presented to various Italian companies to understand how attractive and sustainable it could be from a commercial point of view.
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