Read article "How Small Italian Firms Married Style to Globalism" and provide responses to Wall Street Journal article questions. Article by Rosamaria Mancini.

For more than half a century, wedding-dress maker Giovanna Sbiroli SRL built its scrape and customer base by serving the Italian mart. however over the past ten, the company -- one of around 40 niggling wedding-dress makers in and around this remote hill townsfolk -- watched its share of the Italian market drop by 20% as Chinese imports and goods made in other cheap countries flooded in.

Fewer orders were coming in, and we began to realize that we were losing our customers, says Gianpiero Lippolis, a jumper lead in the firm. If we didnt react and attack these markets, then we risked having to shut our doors, he says.

Today, Giovanna Sbrioli exports to 18 countries, and foreign sales account for 30% of its business. though it employs only 50 seamstresses, down from 80 a decade ago, it has made up for its smaller workforce with new technology, and one-year sales have remained steady at about $7.3 million.

Giovanna Sbriolis phylogenesis is part of a broader transformation of the Italian economy, as its small, narrow down and family-run makers of wares from womens stockings to wooden furniture have turned themselves into globali tascabili -- so-called mild global firms that aggressively market their Italian craftsmanship and style. at a time thought too small to survive in a global market, these companies have carved out niches around the world.



fit in to the latest available figures, Italys share of the global export market rose by 6.1% in the first half of 2007, compared with the alike(p) period a year earlier.

Talking about the small companies that are a backbone of the Italian economy, outgoing outpouring Minister Romano Prodi said, When I go to international trade meetings, [German chancellor Angela] Merkel can bring a dozen corporate giants with her. I bring 500 scrappy kids.Putignanos wedding-dress makers were...

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