• The study investigates the motivations driving Chinese outward direct investment to Italy. The analysis is based on … secondary sources and in-depth interviews with key informants and senior managers of Chinese affiliates in Italy.• The empirical … analysis shows that the evolution of the Chinese pattern of entry to Italy is in line with the model followed by Chinese firms …

life quality. In a context, in which the Chinese consumer grows in appreciating products made in China, items made in Italy … other products. The success around the world of items ‘‘Made in Italy'' is mostly due to the Italian brand's ability to … China and fostering the brand intangible components. Many among the affirmed brands are tending in the direction of this …