I am currently evaluating options to initiate a search in the Italian market (targeting the regions around Lombardia and Piedmonte). I have a strong connection to the country due to my academic roots as well as professional experiences, but have limited exposure to gauge if the region is welcoming for non-italian personnel. Kindly share pros and cons of doing a search in italy
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During the search: Most of the owners are "old-school" entrepreneurs, and you need to establish rapport with them before they even have a proper business conversation. If they think you are too "different", they might not be too open to have a sales transaction with you. Moreover, most entrepreneurs I spoke don't even speak English well. If you don't know the culture and language, it will be extremely hard.
As the operator: Generally Italian population is not hostile to foreigners, especially if you bring value to country. However, in SMEs in Italy, especially in small towns - even more in South, there are mostly family-like dynamics and it is not common to be a foreigner business owner. Moreover, not all the workforce speaks English fluently. As a foreigner, you will have extra pressure on you to build rapport with your people, I am afraid if it will be extremely, extremely difficult to run an SME in Italy if you don't know the Italian culture and language very well.