Internationalization process of Italian SME in Brazil

Nowadays internationalization is a strategy adopted by many firms in different sectors. Nevertheless it is a delicate process that needs attentive analysis and a particular focus on the target country. The purpose of this research is to define the international strategy of Italian small-and-medium enterprises addressing the Brazilian market. Starting from the choice of the final market, and going back to the obstacles encountered and goals reached. In conducting interviews in the field, addressing a questionnaire directly to the firms, it is possible to collect the data related to the strategy followed to enter the Brazilian market. This qualitative information, including success factors, difficulties, perceptions and initiatives undertaken, gives a representation of the process, underlying common features and sector-specific ones. An important aspect that seems to be fundamental for all the enterprises contacted so far, is the recognition of the quality related to “Made in Italy” products perceived by Brazilian clients, that together with an ad hoc entry strategy and some support resulted to be a successful choice.