{"id":19780,"date":"2025-05-19T10:46:41","date_gmt":"2025-05-19T08:46:41","guid":{"rendered":"https:\/\/www.eim.com\/it\/?p=19780"},"modified":"2025-05-22T16:06:09","modified_gmt":"2025-05-22T14:06:09","slug":"go-to-market-internazionalizzazione","status":"publish","type":"post","link":"https:\/\/www.eim.com\/it\/carosello\/go-to-market-internazionalizzazione\/","title":{"rendered":"Go to market e internazionalizzazione: scegliere il partner giusto, nel momento giusto"},"content":{"rendered":"

[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” admin_label=”Hero Section” _builder_version=”4.27.4″ background_color=”#002c3e” use_background_color_gradient=”on” background_color_gradient_direction=”174deg” background_color_gradient_stops=”rgba(0,0,0,0.51) 87%|rgba(0,0,0,0.51) 87%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(0,0,0,0.51)” background_color_gradient_start_position=”87%” background_color_gradient_end=”rgba(0,0,0,0.51)” background_color_gradient_end_position=”29%” background_image=”https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2025\/05\/go-to-market.webp” background_position=”top_center” background_vertical_offset=”-5%” min_height_tablet=”” min_height_phone=”660px” min_height_last_edited=”on|phone” height=”700px” height_tablet=”580px” height_phone=”auto” height_last_edited=”on|desktop” custom_padding=”2%||0%||false|false” custom_padding_tablet=”2%||0%||false|false” custom_padding_phone=”0%||0%||false|false” bottom_divider_style=”slant” bottom_divider_color=”#ffffff” bottom_divider_height=”150px” bottom_divider_flip=”horizontal” bottom_divider_height_tablet=”120px” bottom_divider_height_phone=”120px” bottom_divider_height_last_edited=”on|phone” background_last_edited=”on|phone” background_position_phone=”center_right” background_horizontal_offset_phone=”33%” locked=”off” global_colors_info=”{}” background_color_gradient_direction__hover=”180deg” background_color_gradient_direction__hover_enabled=”180deg” background_color_gradient_start_position__hover=”0%” background_color_gradient_start_position__hover_enabled=”0%” background_color_gradient_end_position__hover=”100%” background_color_gradient_end_position__hover_enabled=”100%” background_color_gradient_stops__hover=”rgba(0,0,0,0.51) 0%|rgba(0,0,0,0.51) 100%”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.24.0″ custom_margin=”||||false|false” custom_margin_tablet=”” custom_margin_phone=”0%||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”4%||||false|false” custom_padding_tablet=”7%||||false|false” custom_padding_phone=”15%||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text content_tablet=”<\/p>\n

Visione e consenso sugli obiettivi aziendali: come velocizzare il cambiamento<\/b><\/h1>\n

” content_phone=”<\/p>\n

Fondi di private equity: se si sceglie il manager sbagliato<\/h1>\n

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Go to market e internazionalizzazione: scegliere il partner giusto, nel momento giusto<\/span><\/span><\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” disabled_on=”off|off|off” _builder_version=”4.19.3″ background_color=”#ffffff” custom_margin=”||||false|false” custom_padding=”10px||2%||false|false” custom_padding_tablet=”10px||3%||false|false” custom_padding_phone=”||3%||false|false” top_divider_color=”#ffffff” top_divider_style_last_edited=”off|desktop” bottom_divider_flip=”horizontal” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”off|phone” admin_label=”Title Area” _builder_version=”4.16″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”||0px||false|false” custom_padding=”|0px|0px|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.4″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”3%||3%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

Entrare in un nuovo mercato: <\/span><\/span><\/h2>\n

questione di metodo, <\/span><\/span>non solo di opportunit\u00e0<\/span><\/span>\u00a0<\/span><\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”2px||0px||false|false” global_colors_info=”{}”]<\/p>\n

Internazionalizzarsi oggi non significa semplicemente \u201ctrovare un modo per vendere all\u2019estero\u201d.<\/span>\u00a0<\/span>Significa fare scelte lucide, coerenti e orientate al lungo termine su <\/span>come accedere a nuovi mercati<\/span><\/b> e con quali strumenti.<\/span>\u00a0<\/span><\/p>\n

L\u2019approccio pi\u00f9 comune \u2014 e spesso pi\u00f9 rassicurante \u2014 consiste nel <\/span>collaborare con un partner locale<\/span><\/b>, che pu\u00f2 essere un importatore o un distributore. \u00c8 un modello che consente di limitare i rischi, evitare investimenti strutturali importanti e iniziare ad acquisire informazioni preziose sul mercato: consumatori, dinamiche competitive, barriere all\u2019ingresso.<\/span>\u00a0<\/span><\/p>\n

Tuttavia, anche una scelta apparentemente semplice come quella di affidarsi a un distributore <\/span>non pu\u00f2 essere lasciata al caso<\/span><\/b>. Il rischio \u00e8 che diventi una \u201coccasione\u201d dettata da sollecitazioni esterne \u2014 ad esempio un distributore che si propone \u2014 piuttosto che una decisione ragionata e in linea con la strategia complessiva dell\u2019azienda.<\/span>\u00a0<\/span><\/p>\n

Ogni canale distributivo in pi\u00f9 implica <\/span>complessit\u00e0 aggiuntive<\/span><\/b>: gestione di vendite, supporto tecnico, logistica, questioni finanziarie e legali. In altre parole, ogni nuova partnership sottrae risorse (tempo, energie, focus) che potrebbero essere dedicate all\u2019espansione nei mercati <\/em><\/span>veramente prioritari<\/span><\/i>.<\/span>\u00a0<\/span><\/p>\n

\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|off|off” _builder_version=”4.27.4″ background_color=”RGBA(255,255,255,0)” use_background_color_gradient=”on” background_color_gradient_direction=”69deg” background_color_gradient_stops=”rgba(255,255,255,0) 40%|rgba(255,255,255,0) 40%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(255,255,255,0)” background_color_gradient_start_position=”40%” background_color_gradient_end=”rgba(255,255,255,0)” background_color_gradient_end_position=”0%” background_image=”https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2025\/05\/entrare-go-to-market.webp” background_position=”bottom_center” background_vertical_offset=”59%” min_height=”650px” min_height_tablet=”400px” min_height_phone=”350px” min_height_last_edited=”on|desktop” custom_margin=”||||false|false” custom_padding=”4px||4px||true|false” top_divider_style=”slant” top_divider_color=”#ffffff” top_divider_height=”70px” top_divider_flip=”vertical|horizontal” top_divider_height_tablet=”60px” top_divider_height_phone=”60px” top_divider_height_last_edited=”on|phone” bottom_divider_style=”slant” bottom_divider_color=”#e6e6e6″ bottom_divider_flip=”vertical|horizontal” bottom_divider_height_tablet=”60px” bottom_divider_height_phone=”60px” bottom_divider_height_last_edited=”on|phone” locked=”off” global_colors_info=”{}”][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” disabled_on=”off|off|off” _builder_version=”4.27.4″ background_color=”#e6e6e6″ custom_margin=”||||false|false” custom_padding=”1%||2%||false|false” custom_padding_tablet=”3%||3%||false|false” custom_padding_phone=”2%||||false|false” top_divider_color=”#e6e6e6″ top_divider_flip=”horizontal” bottom_divider_flip=”horizontal” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”off|phone” admin_label=”Title Area” _builder_version=”4.16″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”||0px||false|false” custom_padding=”|0px|6px|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.4″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”3%||3%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

Non tutti i mercati sono uguali: serve una valutazione caso per caso<\/span><\/span><\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”0px||||false|false” global_colors_info=”{}”]<\/p>\n

L\u2019approccio con un distributore \u00e8 ideale in una fase esplorativa o nei mercati dove il brand \u00e8 ancora sconosciuto. Ma <\/span>non tutti i paesi richiedono lo stesso approccio<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

Esistono due scenari principali in cui <\/span>non \u00e8 conveniente aprire un mercato attraverso un partner locale<\/span><\/b>:<\/span>\u00a0<\/span><\/p>\n

    \n
  1. mercati \u201cvicini\u201d<\/span><\/b>, culturalmente o geograficamente, che possono essere compresi e presidiati facilmente da remoto o con personale gi\u00e0 formato.<\/span>\u00a0<\/span><\/li>\n
  2. mercati dove il brand ha gi\u00e0 una forte riconoscibilit\u00e0 <\/span><\/b>e il valore percepito dell\u2019azienda \u00e8 tale da permettere un accesso diretto, senza mediazioni.<\/span><\/li>\n<\/ol>\n

    In questi casi, il distributore pu\u00f2 diventare presto un limite: una figura intermedia che, man mano che la penetrazione aumenta, <\/span>inizia a perseguire interessi diversi da quelli del produttore<\/span><\/b>. \u00c8 una dinamica fisiologica: il distributore vuole massimizzare i margini e il proprio potere negoziale. L\u2019azienda, invece, vuole mantenere il controllo sulla customer experience<\/em>, sulla rete di vendita e sul posizionamento del marchio.<\/span>\u00a0<\/span><\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” disabled_on=”off|off|off” _builder_version=”4.27.4″ background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”5%||5%||false|false” custom_padding_tablet=”10%||10%||false|false” custom_padding_phone=”20%||15%||false|false” top_divider_style=”slant” top_divider_color=”#e6e6e6″ top_divider_flip=”horizontal” top_divider_height_tablet=”80px” top_divider_height_phone=”70px” top_divider_height_last_edited=”on|phone” bottom_divider_flip=”horizontal” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”off|phone” disabled_on=”off|off|off” admin_label=”Title Area” _builder_version=”4.27.4″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”3%||||false|false” custom_margin_tablet=”3%||||false|false” custom_margin_phone=”3%||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”|0px|0px|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.4″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”3%||3%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

    Contesto geopolitico, dazi e supply chain: <\/span><\/span><\/h2>\n

    variabili non pi\u00f9 trascurabili<\/span><\/span>\u00a0<\/span><\/h2>\n

    [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” global_colors_info=”{}”]<\/p>\n

    Negli ultimi anni, il contesto economico internazionale ha reso ancora pi\u00f9 delicata la scelta del percorso di accesso a un nuovo paese.<\/span>\u00a0<\/span><\/p>\n

    Basti pensare a:<\/span><\/p>\n

      \n
    • tensioni geopolitiche<\/span><\/b> tra blocchi economici<\/span>\u00a0<\/span><\/li>\n
    • introduzione di <\/span>dazi su materie prime e prodotti finiti<\/span><\/b>\u00a0<\/span><\/li>\n
    • instabilit\u00e0 nelle <\/span>rotte logistiche globali<\/span><\/b>\u00a0<\/span><\/li>\n
    • vincoli normativi<\/strong> sempre pi\u00f9 stringenti<\/span> <\/span><\/li>\n<\/ul>\n

      Tutti questi elementi hanno spinto molte aziende a rivedere le proprie strategie di go to market<\/span><\/b>, privilegiando modelli che garantiscono maggiore controllo, continuit\u00e0 e protezione degli asset aziendali.<\/span>\u00a0<\/span><\/p>\n

      In alcuni mercati affidarsi a un distributore pu\u00f2 essere utile per navigare tra normative complesse o burocrazie locali. In altri, \u00e8 proprio l\u2019instabilit\u00e0 a rendere pi\u00f9 sicuro e profittevole un <\/span>investimento diretto iniziale<\/span><\/b>, che consenta di controllare la catena del valore senza filtri o rallentamenti.<\/span>\u00a0<\/span><\/p>\n

      [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|off|off” _builder_version=”4.27.4″ background_color=”RGBA(255,255,255,0)” use_background_color_gradient=”on” background_color_gradient_direction=”69deg” background_color_gradient_stops=”rgba(255,255,255,0) 40%|rgba(255,255,255,0) 40%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(255,255,255,0)” background_color_gradient_start_position=”40%” background_color_gradient_end=”rgba(255,255,255,0)” background_color_gradient_end_position=”0%” background_image=”https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2025\/05\/rivedere-strategie-go-to-market.webp” background_position=”top_center” background_vertical_offset=”3%” min_height=”650px” min_height_tablet=”400px” min_height_phone=”350px” min_height_last_edited=”on|desktop” custom_margin=”||||false|false” custom_padding=”4px||4px||true|false” top_divider_style=”slant” top_divider_color=”#FFFFFF” top_divider_flip=”vertical|horizontal” top_divider_height_tablet=”80px” top_divider_height_phone=”70px” top_divider_height_last_edited=”on|phone” bottom_divider_style=”slant” bottom_divider_color=”#e6e6e6″ bottom_divider_flip=”horizontal” bottom_divider_height_tablet=”80px” bottom_divider_height_phone=”70px” bottom_divider_height_last_edited=”on|phone” locked=”off” global_colors_info=”{}”][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” disabled_on=”off|off|off” _builder_version=”4.27.4″ background_color=”#e6e6e6″ custom_margin=”||||false|false” custom_padding=”0.4%||2%||false|false” custom_padding_tablet=”2%||10%||false|false” custom_padding_phone=”8%||18%||false|false” top_divider_color=”#e6e6e6″ top_divider_flip=”horizontal” top_divider_height_tablet=”80px” top_divider_height_phone=”70px” top_divider_height_last_edited=”on|phone” bottom_divider_style=”slant” bottom_divider_color=”#012c3f” bottom_divider_height=”0px” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”off|phone” disabled_on=”off|off|off” admin_label=”Title Area” _builder_version=”4.27.4″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”2%||||false|false” custom_padding=”|0px|0px|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.4″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”3%||3%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

      Il rischio del distributore “troppo forte”<\/span><\/span>\u00a0<\/span><\/span><\/h2>\n

      [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” global_colors_info=”{}”]<\/p>\n

      C\u2019\u00e8 un tema particolarmente delicato e spesso sottovalutato: la <\/span>perdita progressiva di controllo<\/span><\/b> su un mercato in cui il distributore diventa, nel tempo, eccessivamente autonomo.<\/span>\u00a0<\/span><\/p>\n

      Il paradosso \u00e8 questo: se il prodotto ha successo e il marchio cresce, il distributore cresce con lui. Ma pi\u00f9 cresce, pi\u00f9 risulta difficile da gestire. In alcuni casi, <\/span>arriva a sfruttare la forza del marchio per costruire una posizione dominante<\/span><\/b>, fino a diventare lui stesso un punto di riferimento anche per marchi concorrenti.<\/span>\u00a0<\/span><\/p>\n

      A quel punto, \u201crecuperare\u201d il mercato pu\u00f2 significare dover trattare la cessione della distribuzione, pagare per riacquistare l\u2019asset oppure perdere definitivamente il presidio.<\/span>\u00a0<\/span><\/p>\n

      Ecco perch\u00e9, nei mercati ad alta potenzialit\u00e0, <\/span>pu\u00f2 essere pi\u00f9 vantaggioso investire direttamente sin dall\u2019inizio<\/span><\/b>, evitando i costi e i conflitti di un\u2019uscita negoziata successiva.<\/span>\u00a0<\/span><\/p>\n

      [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”off|phone” disabled_on=”off|off|off” admin_label=”Title Area” _builder_version=”4.27.4″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”5%|411px||408px|false|false” custom_padding=”|0px|0px|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.4″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”3%||3%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

      <\/h2>\n

      Come strutturare un rapporto realmente proficuo <\/span><\/span><\/span><\/h2>\n

      con il distributore<\/span><\/span>\u00a0<\/span><\/span><\/h2>\n

      [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” global_colors_info=”{}”]<\/p>\n

      Quando si sceglie un modello distributivo, \u00e8 fondamentale <\/span>strutturare il rapporto su basi solide e proattive<\/span><\/b>.<\/span>\u00a0
      <\/span>Il partner va guidato, non solo gestito. <\/span><\/p>\n

      In concreto, significa:<\/span>\u00a0<\/span><\/p>\n

        \n
      • condividere <\/span>piani commerciali e marketing<\/span><\/b> annuali<\/span>\u00a0<\/span><\/li>\n
      • stabilire le <\/span>regole di utilizzo del brand<\/span><\/b> e dei materiali<\/span>\u00a0<\/span><\/li>\n
      • richiedere <\/span>report periodici<\/span><\/b> sui dati di mercato e i comportamenti di consumo<\/span>\u00a0<\/span><\/li>\n
      • incentivare il distributore <\/span>sul sell-out<\/span><\/b>\u00a0e non solo sul sell-in<\/span>\u00a0<\/span><\/li>\n
      • allineare ogni attivit\u00e0 promozionale alla <\/span>strategia complessiva dell\u2019azienda<\/span><\/b> <\/span><\/li>\n<\/ul>\n

        In sintesi: il distributore \u00e8 un tramite, non un sostituto del produttore. La governance deve restare sempre saldamente nelle mani dell\u2019azienda.\u00a0<\/strong><\/p>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|off|off” _builder_version=”4.27.4″ background_color=”RGBA(255,255,255,0)” use_background_color_gradient=”on” background_color_gradient_direction=”69deg” background_color_gradient_stops=”rgba(255,255,255,0) 40%|rgba(255,255,255,0) 40%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(255,255,255,0)” background_color_gradient_start_position=”40%” background_color_gradient_end=”rgba(255,255,255,0)” background_color_gradient_end_position=”0%” background_image=”https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2025\/05\/rapporto-distributore-go-to-market.webp” background_position=”top_center” background_vertical_offset=”51%” min_height=”650px” min_height_tablet=”400px” min_height_phone=”350px” min_height_last_edited=”on|desktop” custom_margin=”||||false|false” custom_padding=”4px||4px||true|false” top_divider_style=”slant” top_divider_color=”#E6E6E6″ top_divider_repeat=”1x” top_divider_flip=”vertical|horizontal” top_divider_height_tablet=”80px” top_divider_height_phone=”70px” top_divider_height_last_edited=”on|phone” bottom_divider_style=”slant” bottom_divider_color=”#002C3E” bottom_divider_flip=”horizontal” bottom_divider_height_tablet=”80px” bottom_divider_height_phone=”70px” bottom_divider_height_last_edited=”on|phone” locked=”off” global_colors_info=”{}”][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” disabled_on=”off|off|off” _builder_version=”4.27.3″ background_color=”#012c3f” background_enable_image=”off” min_height=”581px” min_height_tablet=”400px” min_height_phone=”350px” min_height_last_edited=”on|desktop” custom_margin=”||||false|false” custom_padding=”4px||4px||true|false” custom_padding_tablet=”10%||||false|false” custom_padding_phone=”5%||10%||false|false” top_divider_color=”#FFFFFF” top_divider_flip=”vertical|horizontal” top_divider_height_tablet=”80px” top_divider_height_phone=”60px” top_divider_height_last_edited=”on|phone” bottom_divider_color=”#e6e6e6″ bottom_divider_flip=”vertical” background_color_tablet=”#002737″ background_last_edited=”off|desktop” background_enable_color_tablet=”on” use_background_color_gradient_tablet=”off” background_enable_image_tablet=”off” locked=”off” global_colors_info=”{}”][et_pb_row admin_label=”Title Area” _builder_version=”4.21.0″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”|-5px||auto|false|false” custom_padding=”|0px|0px|0px|false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.4″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_text_color=”#FFFFFF” header_2_font_size=”30px” header_3_text_align=”center” header_3_text_color=”#FFFFFF” custom_margin=”2.9%||2.9%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”3px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

        Flying doctor: essere presenti anche se a 10.000 km di distanza<\/span><\/span>\u00a0<\/span> <\/b><\/h2>\n

        [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ text_text_color=”#FFFFFF” text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”3px||2px||false|false” global_colors_info=”{}”]<\/p>\n

        Un elemento chiave \u2014 spesso trascurato \u2014 nella relazione con il mercato \u00e8 la <\/span>gestione dell\u2019assistenza tecnica<\/span><\/b>.<\/span>\u00a0<\/span>Se il cliente ha un problema, la distanza geografica non pu\u00f2 essere un alibi. Il brand e l’organizzazione devono essere sempre percepiti come <\/span>presenti<\/span><\/i>, anche se l’azienda si trova a 10.000 chilometri di distanza.<\/span>\u00a0<\/span><\/p>\n

        Da qui nasce il concetto del <\/span>\u201cflying doctor\u201d<\/span><\/b>: se il distributore non \u00e8 in grado di gestire un problema tecnico come primo livello di assistenza, <\/span>una persona dell\u2019azienda vola sul posto e risolve il problema in meno di 24 ore<\/span><\/b>.<\/span>\u00a0<\/span>\u00c8 un modello operativo che trasmette al cliente finale un messaggio fortissimo: il produttore \u00e8 sempre responsabile, sempre attento, sempre sul pezzo.<\/span>\u00a0<\/span>Ed \u00e8 anche un modo per <\/span>controllare la qualit\u00e0 del servizio<\/span><\/b>, supportare il distributore e mantenere viva la connessione con il mercato.<\/span>\u00a0<\/span><\/p>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Title Area” _builder_version=”4.21.0″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”|-5px||auto|false|false” custom_padding=”|0px|0px|0px|false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.4″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_text_color=”#FFFFFF” header_2_font_size=”30px” header_3_text_align=”center” header_3_text_color=”#FFFFFF” custom_margin=”2.9%||2.9%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”3px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

        S<\/span>cegliere il percorso, non subirlo<\/span><\/span>\u00a0<\/span><\/span> <\/b><\/h2>\n

        [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ text_text_color=”#FFFFFF” text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”3px||2px||false|false” global_colors_info=”{}”]<\/p>\n

        L\u2019ingresso in un nuovo mercato presuppone la consapevolezza che o<\/span>gni decisione presa nella fase iniziale del <\/span>piano di internazionalizzazione<\/span><\/b> condiziona la traiettoria futura di crescita, la reputazione del brand e il margine economico che si generer\u00e0.<\/span><\/p>\n

        In particolare occorre scegliere il\u00a0 modello pi\u00f9 appropriato di go to market tra presenza diretta o attraverso un distributore.\u00a0 Ci\u00f2 <\/span>richiede una valutazione strategica, non solo commerciale, <\/span><\/b>e una visione chiara dei rischi, delle opportunit\u00e0 e delle dinamiche locali e globali.<\/span>\u00a0<\/span><\/p>\n

          <\/ul>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” disabled_on=”off|off|off” _builder_version=”4.27.4″ background_color=”#db9300″ custom_margin=”0%||||false|false” custom_padding_tablet=”80px||||false|false” custom_padding_phone=”100px||||false|false” top_divider_style=”slant” top_divider_color=”#012c3f” top_divider_flip=”horizontal” top_divider_height_tablet=”80px” top_divider_height_phone=”70px” top_divider_height_last_edited=”on|phone” bottom_divider_color=”#ffffff” bottom_divider_flip=”horizontal” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ custom_margin=”-40px|auto||auto|false|false” custom_padding=”||0.5%||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text admin_label=”Title” _builder_version=”4.27.4″ text_font=”||||||||” text_text_color=”#ffffff” text_font_size=”20px” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”10%||||false|false” custom_padding=”||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

          Hai bisogno di definire il tuo piano di ingresso in nuovi mercati?<\/span><\/span>
          EIM supporta le aziende nei momenti pi\u00f9 critici della loro <\/span>crescita<\/span>.<\/span><\/span>
          <\/strong><\/p>\n

          [\/et_pb_text][et_pb_button button_url=”https:\/\/www.eim.com\/it\/contatti\/” button_text=”PARLIAMONE” button_alignment=”center” disabled_on=”off|off|off” _builder_version=”4.27.4″ _module_preset=”default” background_layout=”dark” custom_margin=”25px||||false|false” global_colors_info=”{}”][\/et_pb_button][et_pb_code _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

          Qual \u00e8 la strategia di internazionalizzazione pi\u00f9 efficace oggi? Scopri vantaggi e rischi di distributori, presenza diretta e modelli di go to market in un contesto globale instabile.<\/p>\n","protected":false},"author":2,"featured_media":19840,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","footnotes":""},"categories":[2193,2133,2136],"tags":[],"class_list":["post-19780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-carosello","category-interim-management","category-internazionalizzazione"],"yoast_head":"\nGo to market e internazionalizzazione: scegliere il partner giusto, nel momento giusto<\/title>\n<meta name=\"description\" content=\"Qual \u00e8 la strategia di internazionalizzazione pi\u00f9 efficace oggi? 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