Italians experience business as something that happens between people. The owner or senior decision-maker in an Italian firm is often personally involved in key customer and supplier relationships — they know the people, share meals with them, and make decisions based on personal knowledge and trust. When evaluating a new supplier, Italians assess the person representing the firm as much as the firm itself. A strong company represented by an unengaging person will struggle; a smaller company represented by someone trusted and competent can win.
This means continuity of personnel matters greatly. If your key contact changes, the transition needs personal management — introductions, relationship-building time, proof of commitment. Business in Italy is personal because Italians believe that the human dimension is the most important dimension of any commercial relationship.
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