Boffi (A): Managing Internationalization in Luxury Goods

The case examines in depth the internationalization process of a niche company in the luxury market. Its approach leverages the high quality standards of production, the Made in Italy reputation in this field, the selected and controlled network of retailers. While the industry Boffi belongs to is quite sensitive to differences among countries, Boffi does not provide any particular adaptation of models. However, each specific kitchen is designed according to the requirements of high-spending customers. This is a typical case of a SME that exports what is locally produced without a sophisticated assessment system of foreign markets attractiveness and profitability.