Italian and Indian gold and jewelry SMEs, marketing practices in the USA A comparative case study Christian Simoni Dipartimento di Scienze Aziendali, University of Florence, Florence, Italy Samuel Rabino College of Business Administration, Northeastern University, Boston, Massachusetts, USA, and Lorenzo Zanni Facolta ` di Economia “R. Goodwin”, University of Siena, Siena, Italy Abstract Purpose – The purpose of this paper is to examine current patterns of international marketing activities of Italian gold firms with a special emphasis on the US market and to juxtapose them with those adopted by Indian gold firms. Design/methodology/approach – A sample of small- and medium-sized enterprises (SMEs) from Italy and India served as the study setting. Data were collected via depth interviews from the owners/managers of four Italian and three Indian firms. Findings – The paper finds that the competitive behavior of Italian SMEs is primarily reactive, whereas Indian companies strategically focus on the expanding Indian immigrant community. Research limitations/implications – This is a case study evaluating small companies based in two regions (Arezzo, and Hyderabad, India). Originality/value – A strategic comparison of the competitive conducts of SMEs based in an old economy country and a new economy emerging market-based firms. Keywords Exports, Competitive strategy, Economic change, United States of America, Italy, India Paper type Case study Introduction Italy is the largest exporter and second largest manufacturer of gold products in the world despite the competitive emergence of India, which has increased the value of its exports almost fivefold in the last five years. The competitiveness of Italian gold firms as measured in market share in the international markets has however been steadily eroding. The goal of the study is to investigate the erosion of the Italian gold firms’ competitiveness in international markets with a special focus on the US export market, which has traditionally been their main target. We will juxtapose the competitive behavior of Italian small- and medium-sized enterprises (SMEs) with that of Indian firms that are increasing their market share in the USA. The decline of Italian exports and the ascendency of India Italy is a worldwide leader in the production of gold products. The relevant importance of the gold products industry for the country’s economy is shown by the data reported The current issue and full text archive of this journal is available at www.emeraldinsight.com/1462-6004.htm Gold and jewelry SMEs 403 Journal of Small Business and Enterprise Development Vol. 17 No. 3, 2010 pp. 403-417 q Emerald Group Publishing Limited 1462-6004 DOI 10.1108/14626001011068707