International brands often treat "Italy" as a single market with a single consumer. After two decades of fieldwork across every retail sector here, we can say plainly: that assumption is where most of the trouble [...]
Entering the Italian market with a strong brand and a home-market playbook is the most common way to underperform in Italy. The brand may be world-class, but the competitive context is local: who the real [...]
After two decades of mystery shopping across every retail sector in Italy — from luxury fashion to automotive dealerships, from banking to fast food — we have seen the same pattern repeat itself. International brands [...]