"The relationship with foreign distributors: the experience of the Italian SME's in the Chinese market", Conference of the Academy of International Business – SE Usa, Oct 28-31, Rollins College, Orlando, Florida.

This study examines the difficulties in the relationship with distribution partners reported by Italian SMEs entering the Chinese market. China is asking for famous brand-names, luxury products and western lifestyles but Made in Italy products are not particularly successful. Italian companies see the relationship with Chinese distribution partners as one of their main weaknesses. We found that the Made in Italy advantage is not sufficient for success in China if it is not supported by a correct selection and management of the distribution partner. Here we offer guidelines for SMEs looking to enter and grow in the Chinese market.