The aim of this essay is to examine the latter phenomenon in depth and to look at some concrete examples of how Mainland silk merchants found profitable markets in central/eastern Europe and the Baltics. Special attention is paid to the various strategies adopted by Mainland businessmen in the sixteenth century in order to move into new markets, with specific reference to the organization of a sales network and product innovation. The final section of the essay looks at the noteworthy case of the multifaceted figure of Veronese patrician Alessandro Guagnini, a soldier and merchant who, in the 1580s, invested enormous sums in the attempt to make Sweden an important market for Italian textiles.

Opening "New Business Routes" to Beat the Competition. The Merchants of the Venetian Mainland in Sixteenth-century Europe

DEMO, Edoardo
2015-01-01

Abstract

The aim of this essay is to examine the latter phenomenon in depth and to look at some concrete examples of how Mainland silk merchants found profitable markets in central/eastern Europe and the Baltics. Special attention is paid to the various strategies adopted by Mainland businessmen in the sixteenth century in order to move into new markets, with specific reference to the organization of a sales network and product innovation. The final section of the essay looks at the noteworthy case of the multifaceted figure of Veronese patrician Alessandro Guagnini, a soldier and merchant who, in the 1580s, invested enormous sums in the attempt to make Sweden an important market for Italian textiles.
9783515110600
mercanti, Veneto, Rinascimento
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/926588
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