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Communicating an innovation in the world market. Case study Wtek

The goal of this research is to understand how a microenterprise as WTEK could reach different markets outside Italy. The analysis has been carried out starting from the identification of the macro and micro environment in which the company operates, in order to identify opportunities and obstacles encountered in the process of internationalization, to know the support elements to operate in foreign markets and to assess the organizational changes necessary to that purpose. The results show that the company can base a strategy of internationalization on many strengths that make it competitive abroad, even if it needs to plan a long-term strategy and to increase the knowledge of the tools offered by digitization.
To summarize, WTEK is a start-up which has an innovative product protected in China, USA, Korea and Europe by an utility model. It works in the Wearable Technology industry, which is going through a strong period of growth, and has the objective to communicate its innovation in countries different from Italy, exploiting the Web and the Italian “country effect” along with its exporting activity. To reach its objectives, at first, WTEK should increase its level of digitization. To do so would allow it to use the various tools that Internet provides and to use the activity of communication so-called “through the line”.

Mostra/Nascondi contenuto.
6 0. INTRODUCTION The period of crisis, which involved most of the world in recent years, has severely hit also Italy. Among the Italian companies, micro-enterprises have had more difficulty adapting than those small and medium-sized. The term "micro-enterprise" means a company that has less than 10 employees. This type of company accounts for most of the Italian companies, in fact, in Italy, 99.9% of enterprises are SMEs, and 94.4% of these are micro enterprises: they contribute to about half of total employment and a third of the value added (SchedaInformativa SBA 2013, CommissioneEuropea). SOURCE: Scheda Informativa SBA 2013, Commissione Europea Similarly to the entire European Union, on the whole, the crisis in Italy has had a very negative impact in terms of value added and employment in the SME sector, which conversely was better managed by big companies. The added value of SMEs fell by 10% between 2008 and 2012, the number of employees fell by 5% and the number of enterprises by 2%. In large companies, instead, the value added is back to pre-crisis levels, and there was only a slight decrease in the number of employees (SchedaInformativa SBA 2013, CommissioneEuropea). SMEs, especially the most careful ones, have now understood that internationalization is an essential element for survival, not only because of the reduction in domestic demand, but mainly because they need a strategic solution which can be solid and stable across time. N° COMPANIES N°EMPLOYEES VALUE ADDED Micro 3.491.826 94,4% 6.930.947 46,1% 185 29.8% Small 183.198 5,0% 3.236.764 21,5% 135 21.9% Medium 19.265 0,5% 1.861.089 12,4% 101 16.3% SBA 3.694.288 99,9% 12.028.799 80% 422 68% Big 3.196 0,1% 3.013.012 20% 198 32% Tot 3.697.484 100% 15.041.812 100% 620 100%

Laurea liv.I

Facoltà: Economia

Autore: Lucia Russo Contatta »

Composta da 40 pagine.

 

Questa tesi ha raggiunto 47 click dal 16/02/2015.

Disponibile in PDF, la consultazione è esclusivamente in formato digitale.