Riassunto analitico
During an era dominated by globalization, where only enterprises that are able to spread their presence worldwide and transform their identity into multinational companies have the chance to survive, no industry or sector has been spared by the revolutionary impact of this phenomenon, neither the Italian ceramic tiles one.
From the 80s, the biggest enterprises that belong the ceramic tiles cluster of Sassuolo and Scandiano, located in the area of Modena and Reggio Emilia, started developing their presence abroad, following the traditional path of internationalization. Initially, they began by simply selling their products beyond national boundaries, then, by securing tight relationships with reliable agents and distributors on the spot. Later on, Italian manufacturers understood that the best option was to establish foreign subsidiaries, in order to maintain closer control over each market: at first, they created commercial offices and showrooms, and ended up building production branches, through either greenfield or brownfield operations.
Certainly, Italian ceramic tiles manufacturers began their internationalization processes by firstly setting up facilities in neighboring and in the closest countries, like European ones and Russia.
However, urbanization, economic and demographic development, together with the geographical distance, the high incidence of transport costs and access barriers, stimulated Italian manufacturers in seizing the opportunity to settle in even further countries.
From years 2000 onwards, the U.S.A. have been one of the preferred markets for Italian direct investments in the ceramic tile industry. Specifically, the Tennessee Valley has been the destination for a real cloning of the district of Sassuolo: in fact, the top Italian manufacturers that have performed some international multi-location initiatives have had the power to "pull" with them all the machinery and servicing providers that are part of their supply chain.
This thesis explores the reasons why Italian ceramic tiles manufacturers have transformed the U.S.A. from a mere importer and consumer, into a place where to settle production facilities, to be closer to the American domestic market. The recent dynamic growth of the housing sector in the U.S.A. have boosted the internal demand for ceramic tiles: Italian investors have therefore the possibility to exploit those high potentials. To do so, they should conduct a deep analysis of the American ceramic tiles market structure, in order to profitably manage trade marketing relationships with suppliers and distributors.
Furthermore, an assessment of natural and "artificial" attractiveness factors of the Tennessee Valley is requested, among which the eventual presence of appropriate raw materials and the offer of external location factors in terms of incentives, policies, and support for the initiatives of Italian ceramic investors by the State of Tennessee.
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