Managing cultural distance in the internationalization of products with a strong national identity: a case study on Strakkino

The present research explores how firms can manage cultural distance in the internationalization of products with a strong national identity. This was possible through a case study of Strakkino, a Genoa-based company specializing in Ligurian focaccia con il formaggio. Using a mixed-method design, the study integrates analysis of international customer reviews, a managerial interview, participant observation, and a SWOT analysis. Customer perceptions were grouped into Romance, Germanic, and Baltic-Slavic clusters and interpreted using Hofstede’s cultural dimensions and Hall’s interactional concepts. Results show that Romance consumers prioritize food quality and service, Germanic consumers value originality and efficiency, and Baltic-Slavic consumers emphasize price fairness and conviviality. Managerial insights and participant observation reveal constraints related to supply chains, leadership fragmentation, and adaptation strategies. Together, the findings show that cultural distance should be viewed as a strategic variable rather than a barrier. Therefore, Strakkino’s success abroad depends on preserving its authentic core while looking to adapt peripheral elements such as communication, pricing, and format. Recommended strategies include phased entry into culturally proximate markets, pilot testing through pop-ups or franchises, and investment in managerial alignment and cultural intelligence.