Tailoring Internationalization Support to Firm-Specific Needs: The Case Study of Octagona S.r.l.

Internationalization is increasingly viewed by small and medium-sized enterprises as a capability-driven, staged process influenced by a company's available resources, managerial attitude, and challenges it faces when operating in different markets. In this context, internationalization support services are essential for guiding firms through the international growth pathway, offering knowledge and resources to help them overcome the associated barriers and complexities. This thesis investigates how international consulting services are defined and tailored to the specific needs of small-medium sized enterprises, starting from the motivations and barriers that drive firms to seek assistance from private consultancy providers. To analyze this phenomenon, the research adopts a qualitative approach, focusing on the case study of Octagona S.r.l., an Italian private consultancy company. Through a semi-structured interview, the analysis considers two small-medium enterprises, different in relation to their degree of internationalization: the first one is a company with little or sporadic export activity, while the second is a company at an advanced stage of cross-border expansion. The study provides an analysis of the factors that motivate firms to pursue internationalization strategies, as well as the barriers that prompt them to rely on private providers. It further examines how these factors influence the personalization of support services, emphasizing how governance, milestones, and knowledge-transfer mechanisms are adjusted at the different stages of the firm’s internationalization process.