Women Managers in Business Strategies in Times of Crisis: A Case Study

Territoriality becomes a more important success factor for businesses operating in international markets, especially Italian businesses. These businesses can compete in the current globalization era despite fierce global competition thanks to their intellectual capital. In truth, Italy has succeeded in making the idea of ‘Made in Italy’ seen as a guarantee of quality and luxury around the world, producing a brand under which all Italian enterprises are recognized, with specific reference to industrial firms. The reputation of the Italian manufacturing company is, in fact, known worldwide and is a hallmark of creativity and quality. This paper aims to investigate the propensity of Italian SMEs to self-finance and invest in research, development, and innovation. The research is conducted by analysing the findings of a case study: an Italian company whose business strategies are decided by the female CFO. The results for the three-year period 2020–2022 of a medium-sized Italian company belonging to the manufacturing sector were analysed to examine can be implemented a growth project through the predominant use of internal financial resources. The results show how, through self-financing, the company was able to increase its value and market share, especially abroad. This was done by investing heavily in innovation and research, despite the economic crisis resulting from the Covid-19 pandemic.