NEWH - Spring 2020 - 4

GUEST PERSPECTIVE

To Internationalize:
A Choice or A Must?
MARISA CORSO
CEO, MC International - Strategies for business development

conomic and political transformations, along with the globalization of markets, has
compelled companies around the world to face an unavoidable choice: Change or
fail. This is a reality more true for Italian companies, whose structures do not help
them to face challenges from big companies from the U.S., China, or emerging economies.

Marisa Corso

In order to survive, Italian companies (though this also applies to manufacturers based in
countries whose economies are mature) have to focus on the elements that make them
unique and inimitable. Design is one of these. When we say design, we do not mean only a
beautiful drawing of a chair or a table, but a complete idea; a way of living that influences
everything we do. Design and architecture both represent the genius loci of the place
where they are based. We want to marry and develop the link with the countries we work
with, creating a new project that is the fruit of the two cultures. Italian manufacturers,
especially in furniture and fashion, have their roots in craftsmanship, in art, in the attention
to detail that has made them famous over the world.
But design is not enough. Today, new markets want precise, reliable, and punctual suppliers
with local support offices or reps. In the contract market, for example, it is indispensable to
offer a complete service-starting from project to execution to fitout and after-sale service.
In comparison to the past, when people did not travel, seeing labels such as "Made in Italy"
or "Made in France" or knowing a product came from Europe was the first reason some
high-spending people decided to purchase.
Today, people travel all around the world. They have the opportunity to get in touch with
different offers; they can order what they want directly; they can engage architects and
interior designers to create their own tailor-made projects. This is the key to success:
to be able to offer your customer-no matter the country in which they live-a project
designed only for them. One that allows them to differentiate themselves from their
friends and colleagues.
Design, craftsmanship, high quality, services, and bespoke product-this is the
winning recipe for Italian companies-or better for all companies that want to compete
internationally.

Marisa Corso boasts a long career in the marketing field. As an exhibition marketing
strategist, she developed and launched new trade fair formats dedicated to B2B;
since then she has focused on international marketing strategies for national and
multinational companies. Her passion for marketing together with her deep belief in
internationalization as the key to managing the increasingly globalized market has
led her to turn to a business-development specialist, mainly operating in the field of
architecture and design. Corso is also a lecturer in International Marketing at Il Sole
24 Ore Business School in Milan. As founder of Milan-based MC International, she
supports both medium enterprises and public institutions, helping them reinforce their
positioning at the local level as well as their competitiveness while conquering new
markets. ❙❘❚
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NEWH - Spring 2020

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