Organizzare e gestire la distribuzione nel mercato indiano dell’arredamento

How do firms organize their distribution network to succeed in emerging markets? And to what extent do they adapt already tested solutions in the context of advanced markets when setting up distribu- tion in emerging markets? We moved from these research questions to analyse the distribution strategies of three middle-sized Italian firms be- longing to the furniture industry and that recently entered the Indian market. Rules of thumb and managerial suggestions are derived.