Le nuove frontiere del marketing internazionale fra approccio strategico, contestualizzazione e interculturalità

The process of increasing openness of international markets is forcing businesses to a major rethink about the boundaries of their "natural" market, bringing them to overcome the traditional approach based on the distinction between domestic marketing and international marketing. If this distinction deserves to be preserved in order to take account of the different conditions the application of marketing tools, what needs to be revised is the strategic role of the international development decisions. About this, new theoretical models explaining the international development of firms are required, which could recognize the different characteristics of firms and their limitations