Something New Under the Sun? A Case Study of Modern Italian Barter Systems

Abstract

Modern technology can eliminate the limitations traditionally attributed to barter. This case study examines the operation of modern Italian barter systems and the motivations of companies to join such systems. Data is collected through website content analysis, interviews with key members of the barter community and a quantitative survey of firms currently using barter networks. In this case study we triangulate the data to debunk the myth that barter is only useful in times of economic crisis and show that barter can represent a strategic answer to SMEs growth and dexterity, allowing increase sales and access to new markets.