During the difficult pandemic period, digital export established itself as the main engine for the growth of Italian exports, showing a growth destined to continue in the future. Despite this, as highlighted by the 2021 research of the Osservatorio Export Digitale of Politecnico di Milano, some important e-commerce markets such as China, Japan, India, and South Korea are still poorly penetrated by Italian digital exports. Among the reasons behind the low level of Italian exports in these countries are the still low knowledge of these markets by Italian companies and the lack of tools capable of guiding Italian companies in choosing the e-commerce markets to penetrate. With the aim of addressing these issues, this thesis analyzes the characteristics of the four aforementioned e-commerce markets and measures their attractiveness for Italian digital exports also compared to the main world economies. The methodology adopted for the analysis of the four markets is the analysis of authoritative secondary sources. The attractiveness of the markets was instead measured using an index developed by grouping some of the variables present in the main existing attractiveness indexes and paying attention to cover the areas identified as fundamental for the success of a digital export strategy. Being applied to the main world economies, the index then made it possible to generate an attractiveness ranking of the analyzed markets. The analysis highlighted the potential of the four Asian markets, but also highlighted their complexity and high level of competition. The latter were also confirmed by the analysis of the attractiveness ranking, where the four countries resulted less attractive than the main Western economies. The ranking confirmed the attractiveness of Italy's main trading partners, downsized that of others, but also identified unexpectedly attractive countries for Italian digital exports, thus providing interesting information to Italian companies. This research therefore provides useful support to Italian exporting companies by offering a picture of still little-known markets and a tool to support the process of selection of the target market.
Durante il difficile periodo pandemico, l’export digitale si è affermato come il motore principale per la crescita dell’export italiano, mostrando una crescita destinata a continuare in futuro. Nonostante ciò, come evidenziato dalla ricerca 2021 dell’Osservatorio Export Digitale del Politecnico di Milano, alcuni importanti mercati e-commerce quali la Cina, il Giappone, l’India, e la Corea del Sud risultano ancora scarsamente penetrati dall’export digitale italiano. Tra le ragioni dietro il basso livello di export italiano in questi Paesi vi sono l’ancora bassa conoscenza di questi mercati da parte delle aziende italiane e la mancanza di strumenti in grado di guidare le aziende italiane nella scelta dei mercati e-commerce da penetrare. Con l’obiettivo di indirizzare tali problematiche, questa tesi analizza le caratteristiche dei quattro mercati e-commerce sopracitati e ne misura l’attrattività per l’export digitale italiano anche rispetto alle principali economie mondiali. La metodologia adottata per l’analisi dei quattro mercati è l’analisi di autorevoli fonti secondarie. L’attrattività dei mercati è stata invece misurata tramite un indice sviluppato raggruppando alcune tra le variabili presenti nei principali indici di attrattività esistenti e facendo attenzione a coprire le aree individuate come fondamentali per il successo di una strategia di export digitale. Applicato alle principali economie mondiali, l’indice ha poi permesso di generare una classifica di attrattività dei mercati analizzati. L’analisi ha messo in risalto le potenzialità dei quattro mercati asiatici, ma ne ha anche evidenziato la complessità e l’alto livello di competizione. Quest’ultime sono state confermate anche dall’analisi della classifica di attrattività, dove i quattro Paesi sono risultati meno attrattivi delle principali economie occidentali. La classifica ha confermato l’attrattività dei principali partner commerciali dell’Italia, ridimensionato quella di altri, ma ha anche individuato Paesi inaspettatamente attrattivi per l’export digitale italiano fornendo così interessanti indicazioni alle aziende italiane. Questa ricerca fornisce quindi un utile supporto alle aziende esportatrici italiane offrendo un quadro di mercati ancora poco noti e uno strumento a supporto del processo di scelta del mercato target.
Study on the main asian e-commerce markets and development of a market attractiveness index for italian digital export companies
BOLOGNA, DAVIDE
2021/2022
Abstract
During the difficult pandemic period, digital export established itself as the main engine for the growth of Italian exports, showing a growth destined to continue in the future. Despite this, as highlighted by the 2021 research of the Osservatorio Export Digitale of Politecnico di Milano, some important e-commerce markets such as China, Japan, India, and South Korea are still poorly penetrated by Italian digital exports. Among the reasons behind the low level of Italian exports in these countries are the still low knowledge of these markets by Italian companies and the lack of tools capable of guiding Italian companies in choosing the e-commerce markets to penetrate. With the aim of addressing these issues, this thesis analyzes the characteristics of the four aforementioned e-commerce markets and measures their attractiveness for Italian digital exports also compared to the main world economies. The methodology adopted for the analysis of the four markets is the analysis of authoritative secondary sources. The attractiveness of the markets was instead measured using an index developed by grouping some of the variables present in the main existing attractiveness indexes and paying attention to cover the areas identified as fundamental for the success of a digital export strategy. Being applied to the main world economies, the index then made it possible to generate an attractiveness ranking of the analyzed markets. The analysis highlighted the potential of the four Asian markets, but also highlighted their complexity and high level of competition. The latter were also confirmed by the analysis of the attractiveness ranking, where the four countries resulted less attractive than the main Western economies. The ranking confirmed the attractiveness of Italy's main trading partners, downsized that of others, but also identified unexpectedly attractive countries for Italian digital exports, thus providing interesting information to Italian companies. This research therefore provides useful support to Italian exporting companies by offering a picture of still little-known markets and a tool to support the process of selection of the target market.| File | Dimensione | Formato | |
|---|---|---|---|
|
2022_10_Bologna.pdf
accessibile in internet per tutti
Descrizione: Thesis text
Dimensione
4.45 MB
Formato
Adobe PDF
|
4.45 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/195213