An international comparison of “Made in Italy” in the fashion, furniture and food sectors: An observational research study in France, Russia and The United Kingdom

The aim of this paper is to analyze how Made-In-Italy products are retailed in the international markets. The research investigates the level of coherence between Italy country image and the image of the stores where Italian brands are sold abroad; the focus is about the internationalization process of Italian firms producing and distributing high value goods in the fashion, furniture, food sectors with an explicit Italian Country-of-Origin (COO).