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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS 


International Expansion based on a Locally Authentic Brand: Issues and Findings from Italian Case Studies

Author(s):  Silvia Ranfagni, Andrea Runfola, Daria Sarti

Citation: Silvia Ranfagni, Andrea Runfola, Daria Sarti, (2018) "International Expansion based on a Locally Authentic Brand: Issues and Findings from Italian Case Studies ," Journal of Marketing Development and Competitiveness, Vol. 12, Iss. 1,  pp. 124-136

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This paper deals with the topic of brand authenticity in the internationalization of a company. It aims at
addressing authenticity by proposing the consideration of this concept, its relationships with the one of
“made in”, the role of local heritage as well as the internal management of the ‘process’ that combines
internationalization with authentic brand values. The paper proposes some preliminary findings and
implications regarding the two main research questions: a) How does brand authenticity that is mainly
focused on cultural heritage act as a driver of internationalization? and b) How does it relate with the
“made in” concept?