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The analysis of Albanian immigrant entrepreneurship in the Province of Milan in the sectors in which it operates and prospered to development, provides a schedule and identification of the possibilities that the home-country businesses have in co-building international marketing channels with them in order to internationalize the Albanian brand. The evidence and highlights of the capacities of immigrant entrepreneurship will assist home country businesses to better understand the advantages they can gather using their inter mediation in the international trade, as well as advantages related to their international cultural integration due to their social and cultural life abroad. The second can be a good premise for the Albanian gusto to be spread and disseminated, and by the other side an important help to the Albanian market to come closer to the international gusto of consumption, fostering this way the international standards use in the Albanian market. Getting use of their international cultural integration can serve as a very useful integrated marketing communication system serving to reduce barriers on the promotion of the Albanian gusto.
About the author
Elvira Fetahu, Ph.D. is a lecturer at Faculty of Economy, University of Elbasan and member of Higher Education Reform Experts (HERE) of Albania. She has been a visiting researcher at the European Center for Minority Issues (ECMI) Flensburg,Germany and GSSPS at the University of Milan, Italy where she finalized the work published in this book.
