Abstract
There have been a number of studies on the debate whether or not to pursue a global versus localized approach to international marketing practice. However, none of these studies have specifically empirically tested the complex implementation issues of an integrated global marketing strategy. Indeed, there is absolutely no literature available whatsoever at this point in time referred to Italy and Italian firms. The purpose of this paper is to gain a better understanding of integration of global marketing activities of Italian MNCs. In order to reach this purpose,this paper summarizes the principal findings referred a sample of five Italian leading companies diffusely cited for their global approach.