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Chapter 8
International market selection and entry
Book Content
Learning Objectives
Learning objectives from the textbook per chapter
Discussion Questions
Sample answers to discussion questions from the textbook
Case Study Solutions

Answers to case study questions
International Marketing Edge (IMEDGE)

Guide to using the IMEDGE feature in class
Teaching Notes
Tutorials
Teaching ideas for tutorials and small groups
Lectures
Teaching ideas for lectures and similar learning spaces
Assignments
Ideas for individual or group assignments
Additional Questions
Further questions not in the textbook for assessment and quizzes
Copyright © 2014 Pearson Australia (a division of Pearson Australia Group Pty Ltd)
– 9781442560833/Fletcher/International Marketing/6e
1
Book Content
Learning objectives
After reading this chapter you should be able to:
• identify the different problems faced by firms in international business when

selecting an international market
• assess a country’s attractiveness in terms of its potential, its membership of
trading blocs, its competitive intensity and its entry barriers
• create a portfolio of the most attractive foreign markets to enter given the
circumstances of the firm and the potential offered by the market
• recognise the different available modes for entering an international market
and the advantages and disadvantages of each
• explain the differences between export-based entry modes, manufacturing-
based entry modes and relationship-based entry modes.
Discussion Questions
1. Discuss the pros and cons of:

(a) simultaneous versus incremental entry into international markets
(b) concentrated versus diversified market entry strategies.
(a) Simultaneous versus incremental entry into international markets:
Incremental entry – pros:

• enables a firm to gain international marketing experience at a measured
pace
• involves less exposure risk
• reduced resource commitment
Incremental entry – cons:
• greater competitive risk
• may preclude economies of scale
• could result in a haphazard approach to entering markets
Simultaneous entry – pros:
• economies of scale can be achieved
• experience overseas is acquired rapidly
• likely to preempt competitors in overseas market
Simultaneous entry – cons:
• higher (relative) operating risk
• resource intensive
(b) Concentrated versus diversified market entry strategies:
Return To Beginning of Document

2
Concentrated entry – pros:
• allows for a more focused effort
• reduces operating costs
• reduces operating risks
• benefits from economies of scale
• exploits information and experience acquired quickly
Concentrated entry – cons:
• ‘all eggs in one basket’ (i.e. no spread of risk geographically)
• ignorance of opportunities in other parts of the world
Diversified entry – pros:
• greater strategic flexibility
• broadens knowledge of potential in a variety of markets
• spreads risk exposure geographically
Diversified entry – cons:
• may affect competitive economies of scale
• may require greater management resources at headquarters
• resources may be spread too thin
2. (a) Take a product that you are familiar with and which has not
previously been sold internationally and apply a selection procedure to
arrive at the three most promising markets for the international product.
Answers will vary as this activity requires students to select their own:
• product
• international destination market
• market selection process (see Figure 8.1)
• choice of three markets.
(b) Take a product that you are familiar with and which is already being
sold in several foreign markets and apply a selection procedure to arrive at
the three most promising markets that could be considered when
expanding international business for the product.
See comments and tasks for Question 2(a).
c) What different factors would you consider in the case of a product never
exported compared with the one already exported to several countries?
Factors to be considered are:
• the degree of customisation that the product may require in preparation for
export (e.g. packaging, content, size)
• type of export strategy

3
• level of risk involved in exporting to a particular nation (e.g. risk of
marketing failure, risk of non-payment)
• distance between domestic and export market
• transport mode
• level of corporate resources (e.g. time, money, people) required to export
the product
3. What factors would you consider if you were an Australian or New

Zealand manufacturer of catamarans in choosing between Mexico,
Indonesia and Japan as the next country to enter?
Factors to consider include:

• consumers’ ability to afford such a product in each country, hence each
nation’s economic factors
• size of the target market and potential demand for the product in each of
the countries and the impact of environmental factors such as climate and
lifestyles
• established networks or potential to establish networks in the market
• availability of joint venture equity partners, contract manufacture partners,
export/import agents etc
• the strength of the competition in the market
• mode of transport to each nation and the relative cost of transport to each
nation
• trade barriers for such a product in each nation
• cultural impediments and advantages
• minimum product standards for catamarans in each country, indicating the
degree to which the product might need to be customised for each country
• the possible political conflict or civil unrest in each nation
• whether there is a skilled, trained labour force which (if needed) can make
or service such a product in each country.
4. What would be the advantages and disadvantages of licensing the

manufacture of your product internationally as opposed to manufacture
under a joint venture arrangement?

4
Mode
Advantages Disadvantages
Licensing Minimal commitment of Less control over raw materials and

resources production process, therefore quality
Often the fastest way to may be an issue
enter a market No control over market development,
May gain access to local therefore may give little return
market knowledge Excludes the firm from the market
for the period of the licence
Might be ‘cloning a competitor’
Terms of licence agreement need to
be very clear
Joint venture Reduces the capital and Conflict may occur
other resource There may be problems with
commitment communication
Spreads the risk Cultural differences in management
Gives access to contacts styles
and expertise in
penetration of the local
market
Potentially greater returns
that one would get from
royalties from a licence
5. What aspects of an international market might cause you to settle on

an entry mode which gives you less control over how your product is
marketed but requires less investment of resources?
If there is long-term economic uncertainty or political instability in the overseas

market, a smaller financial investment lessens the likelihood that you will lose large
sums of money. Similarly, if market conditions overseas suggest intense
competition, a large investment may not be advisable if the likelihood is that the
firm’s brand cannot sustain the intense level of competition overseas. Finally, when
you are selling direct to the end user (e.g. Amazon.com) there is little need to have
a costly physical presence (e.g. greenfield operation, contract manufacturing)
overseas.

5
6. Because it is located in the southern hemisphere, Australia’s and New
Zealand’s fruit-growing industries have a counter-seasonal advantage in
many northern hemisphere markets. What entry mode would be most
suitable in view of possible trade barriers in some of these markets?
Given the perishable nature of the product, a form of export-based foreign market
entry mode is best suited. Direct exporting might be preferable if overseas agents
have already established supply chains in their own and other nearby countries.
Exporting is the quickest method of getting this product to the northern
hemisphere. Depending on the mode of transport adopted by the exporter, the
product can be refrigerated so that it arrives fresh into its export market(s).
Case Study Solutions
WalMart’s Entry into Africa: Not business as usual but a leap into unknown
territory
Question 1
Critically evaluate the potential challenges which WalMart is likely to confront in
doing business in South Africa in view of the difficult process it had to go through to
gain entry.
Answer
Students might focus on the following challenges:
• An apprehensive labour movement which might continue to monitor
WalMart’s transition and treatment of workers
• Continued government interest whose focus will be on evaluating whether
their broad economic benefits of the joint venture are being realised
• Adapting their business model and culture to the different South African
retail context
• Aggressive competitors who would be weary of having a global giant ‘in their
backyard ‘.
Question 2
Given WalMart’s experience in entering international markets, did its entry into
South Africa require a detailed screening approach?
Answer
WalMart has a long history of international expansion, therefore under normal
circumstances a detailed screening approach would not have been necessary.
However, since this was WalMart’s first entry into Africa, it was prudent for the
company to carry out a detailed screening process since the challenges that
emerged in South Africa were unique in their own way and required a longer time
frame to solve. Entry into South Africa is a good example of market selection in the
new millennium where WalMart’s strategic objectives to enter into Africa and
attainment of a competitive position were paramount in its decision making.

6
Question 3
Identify and discuss the pros and cons of WalMart’s strategy of entering into a joint
venture with MassMart.
Answer
Pros
• MassMart had expertise in penetration of the South African market
• MassMart had access to key local contacts in the sector, having operated in
South Africa for a long time
• WalMart was able to reduce its capital and resource commitment since this
was being shared with MassMart. In so doing, WalMart also spread its risk of
entering a new market.
Cons
• Possible risk of conflict between WalMart and MassMart on issues such as
strategy and organisational re-structuring of the new entity
• Possible communication and management problems due to the different
culture and language.
Question 4
Assume you have been appointed a consultant to WalMart and have been asked to
review WalMart’s strategy in entering South Africa’s retail sector. What could Wal-
Mart have done differently in its strategy to enter the sector?
Answer
• WalMart could have expanded the scope of its screening process of the
South African market. This would have helped it identify and understand the
nature and extent of influence of stakeholders such as labour unions.
• Whilst joint ventures have been the cornerstone of WalMart’s international
expansion strategy, the company could have considered a short-term
strategic alliance with MassMart before expanding to equity-based joint
venture. This was likely to be viewed differently by the coalition labour and
government since strategic alliances have a broader framework of options to
explore.
• This would have allowed WalMart more time to understand the intricate
dynamics of the different stakeholders such as government and labour.
• Wal-Mart could have provided evidence to dispel concerns raised by the
different lobbyists regarding the company’s dealings with local suppliers .
Wal-Mart could also provide evidence of their fair labour practices from their
other international operations.
Question 5
Now that WalMart has managed to get approval for its joint venture, what
measures can it take in order to ease the tensions that existed between it and the
coalition that was against the venture?
Answer
Measures
• WalMart should continuously engage the coalition on matters that relate to
their initial objections of the venture. This will assist in minimising
antagonism since there is still an element of mistrust from the coalition
• Where possible, WalMart should integrate local suppliers into its supply chain
network as part of its contribution to the general economy
• WalMart should engage in socially responsible marketing activities such as
engaging communities and assisting in programmes such as AIDS-HIV
workshops.

7
International Marketing Edge (IMEDGE)
Concept
The IMEDGE section draws on materials covered in each chapter to give students
an opportunity to undertake a practical and hands-on exercise which covers a
specific international marketing topic. Using information from the chapter and other
extra sources, IMEDGE tasks can be done either as group or individual activities.
What are the potential benefits of IMEDGE?
Students
• It requires students to apply theory to a real life scenario using information
from the sources identified in the chapter.
• It consolidates students’ understanding of key concepts covered beyond the
basic theory.
• Unlike case studies, the task involves collecting current on-going data and
applying it to concepts covered.
Instructors
• It is a very useful teaching aid since it asks students to complete a task
which involves looking for current information and applying principles
covered.
• It encourages students to keep abreast of current international marketing
activities.
• It can complement other blended teaching and learning activities applied by
instructors. For example, discussion questions and research assignments.
Model Answer - IMEDGE - Chapter 8
Using Cavusgil et al’s (2004)’ framework of foreign market opportunity assessment

which places countries into different clusters, students should select one country
each from clusters 6 and 8 and then use the corresponding market potential
indicators and overall market attractiveness index. These two indexes are outlined
in the chapter. The first task for students is to establish and understand the Deus
ex Machina business model since this is an innovative way of marketing surf wear.

8
The dynamic model has potential impact on how the business expands
internationally beyond the US and Indonesia. An understanding of the business
model is always crucial in assisting students in their selection of countries from the
two clusters.
The Deus ex Machina Experience
Deus ex Machina is a break away from the stereotype marketing of surf wear to
one that combines a number of lifestyle elements such as art, film, music and food.
The business is modelled around diversity which encompasses a retail-workshop-
gallery-restaurant concept. This is a concept which is becoming a big trend in
Europe and breaks away from the conventional surf wear marketing used by big
brands such as Billabong. The unorthodox approach is in response to a changing
global target consumer group which are looking for a one-stop shop for its surfing-
related lifestyle and these consumers can be found in different markets across the
globe. The target consumers for these products are not always the domestic
consumers of these products but also tourists.
In selecting their countries, students should:
1. Demonstrate an alignment of the country’s attractiveness with Deus ex

Machina’s unique product offering which is lifestyle oriented. The company
combines a surfing and street culture as part of its strategy to market niche
motorbikes, clothing and books. Therefore, students’ choices of countries within
these clusters should reflect whether there is likely to be an opportunity to market
these products. Is there a likelihood of a surfing and street culture in that country?
2. Students should also demonstrate their ability to identify the fact that Deus ex
Machina market boundaries are not restricted to the basic attractiveness of the
market from the perspective of the market having a domestic consumer who has
potential to buy the Deus experience. They should also note the role of the tourist
segment in determining market potential as illustrated by the decision of Deus ex
Machina to enter the Indonesian market.
3. Based on the clusters and evaluation of market attractiveness, students can

select any of the following and be able to illustrate relevance to Deus ex Machina
based on these countries’ alignment to the strategy of Deus ex Machina.
Cluster 6
Singapore and Czech Republic
• Based on market attractiveness and attraction of international tourists

• Students can then go on to illustrate how the other indicators for these two
countries provide a good marketing opportunity for Deus ex Machina.

9
Cluster 8
Any of the countries in this cluster would provide an opportunity for Deus. New
Zealand could initially provide an easier platform for expansion compared to
Canada or the Nordic countries. This is due to its proximity and similar environment
unlike the other two which have ‘hostile’ weather, although there are good
opportunities for surfing lifestyle products in these countries. Students cannot use
Australia since the company is already in Australia.
i. Recommended entry strategy
The market attractiveness analysis and alignment of Deus ex Machina’s strategy

with the selected market should provide some guidance on the entry mode to
be used by the company. This could also be assessed from the viewpoint of the
firm’s current strategy of establishment of a physical presence by setting up
shops. Advantages of this strategy include:
• establishes measure of control of operations

• creates consumer confidence
• cuts down on middlemen costs
• enables company to manage distribution of its products.
The major downside would be the initial costs of setting up shops.
Key Information sources

1. Cavusgil,S.T., Kiyak,T. and Yeniyurt,S. (2004) ’Complimentary Approaches to Preliminary Foreign
Market Opportunity Assessment: Country Clustering and Country Ranking’, Industrial Marketing
Management, vol.33, pp.607-17
2. Paroz, M. (2012), ”The New wave of surfwear”, The Australian, November 23
3. Deus ex Machina (2012), About http:// http://au.deuscustoms.com/
Teaching Notes
Tutorials
1. A small Australian company manufactures gas barbeque grills. Have students

select two offshore markets that hold potential, discuss the advantages and
disadvantages of various market entry options and make a recommendation to the
company. The following grid could be used.

10
Market entry options Advantages Disadvantages
Indirect exporting
Direct exporting
Overseas sales office
Licensing
Franchising
Joint venture
Consortia
Acquisition/Greenfield
Strategic alliance
The purpose is to get students to identify two markets that have potential and then
critically evaluate the different market entry options, taking into consideration the
resources that would be needed (e.g. high for acquisition/greenfield), risk (low for
indirect exporting), need for country knowledge (e.g. low for indirect exporting)
etc. Students should also consider, for example, the type of product (gas barbeque
grills), the company’s country knowledge and experience, potential markets
selected and any restrictions/requirements, what the company has to offer (e.g.
what would they license, what would a franchisee be buying) and the company’s
productive capacity (company billed as a ‘small’ producer).
2. A medium-sized New Zealand company produces a range of cheese products

usually sold in supermarkets (assume it currently sells its cheese in Australia and
New Zealand). Have students select two offshore markets that hold potential,
discuss the advantages and disadvantages of various market entry options and
make a recommendation to the company. The following grid could be used.
Market entry options Advantages Disadvantages

Indirect exporting
Direct exporting
Overseas sales office
Licensing
Franchising
Joint venture
Consortia

11
Acquisition/Greenfield
Strategic alliance
The purpose is to get students to identify two markets that have potential and then
critically evaluate the different market entry options, taking into consideration the
resources that would be needed (e.g. high for acquisition/greenfield), risk (low for
indirect exporting), need for country knowledge (e.g. low for indirect exporting)
etc. Students should also consider, for example, the type of product (cheese), the
company’s country knowledge and experience, potential markets selected and any
restrictions/requirements, what the company has to offer (e.g. what would they
license, what would a franchisee be buying) and the company’s productive capacity
(company billed as a ‘medium sized’ producer).
An option would be for the lecturer to select the two countries to be considered and
then randomly assign students either Question 1 or Question 2. Students assigned
the same question could compare their recommendations (to illustrate the range of
options) and then responses for each question could be compared e.g. a particular
entry mode might be suitable for the small company in a given country but not for
the medium sized company or a particular entry mode might be suitable for grills
but not perishable products such as cheese.
Lectures
1. When discussing assessing market potential, students should critically evaluate

the following statement: There is potential in every market – the question is how
much and for whom? Many marketers, some at their own peril and often great
expense, are attracted to markets such as China, lured by the numbers e.g. 1
billion consumers. Even a large market like China does not hold potential for every
product or doesn’t offer enough potential to warrant entry (costs etc). Smaller
companies looking at large markets often underestimate the scale required to
service the market – for example, a ‘small test’ order from China may require a
significant proportion of annual production. Marketers need to critically evaluate
markets for the potential for their particular product and can often service that
market by making adjustments to the marketing mix e.g. single sachets of
shampoo in markets like Burkina Faso.

12
2. When discussing market entry options, students should be encouraged to
provide examples from Australia and abroad. International students in particular
should be encouraged to share examples from their home countries. The purpose is
to expose students to the range of different companies that pursue similar or
different market entry strategies. With franchising, for example, students will likely
discuss international franchises such as McDonald’s and Starbucks and, with
licensing, discuss Coke. Lecturers can prompt them to broaden their thinking by
providing a couple of closer-to-home examples. Students may be surprised to learn
about home-grown franchises such as Fastway Couriers (www.fastway.co.nz). This
company started in New Zealand in 1983 with one van. It is now the world’s largest
courier franchise with 1,500 franchisees in 10 countries. Les Mills (Bodypump etc)
started in 1968 with one gym in Auckland NZ but has expanded through licensing
with 75,000 instructors in over 14,000 licensed gyms in 75 countries.
Students should also realise that companies might select different market entry
options for different markets – or change in response to market needs or demands.
For example, Annies (producer of dried fruit bars) started exporting from New
Zealand into Australia using an Australian-based distributor. As the need to ‘look
and feel’ Australian became apparent, the company set up a fully owned subsidiary
in Australia to handle all Australian marketing and distribution. When Foster’s
entered Vietnam, it chose to open its own brewery. The company believed this was
the best way to ensure product quality even though the high up-front costs meant
it took many years to turn a profit.
Assignments
1. Explain why there is not one ‘right’ entry mode and how resources and risk affect
market entry decisions. Use examples to illustrate.
This assignment requires students to critically evaluate the different market entry
options, with particular focus on the resource commitments required of each and
the risk inherent in each form. Students should realise that a range of factors have
to be considered e.g. the type of product, production capacity, managerial
experience and expertise, country-specific knowledge, competition,
cultural/economic/legal/technological environments, need to protect intellectual

13
property etc. As such, there is no ‘one option fits all’ and that companies not only
chose the best option for a given market but may also pursue other options in other
markets e.g. joint venture in one, sales office in another, direct exporting in yet
another.
2. Discuss when a company might enter an overseas market via an inward form of
international involvement. When would a company contemplate a linked form of
market entry and how would the companies ensure the relationship is beneficial to
both parties?
At the end of the chapter it was suggested that ‘a more holistic view of market
entry should be adopted catering for inward, outward and linked forms of
international behaviour’ (see Chapter 8: Summary). This assignment requires
students to do additional research to determine what constitutes inward, outward
and linked forms of international behaviour. An example of an inward form would
be through an initial licensing agreement. For example, an Australian firm that has
a licence for an international product in Australia may get the rights to export that
product to another country (e.g. New Zealand).
A linked form of market entry should be contemplated in the following conditions:

• If there is a viable market in underdeveloped nations, countertrade gives the
international firm an opportunity to participate in international marketing
where, under normal trading conditions (invoice cash payment for delivered
goods), these markets would not be considered at all.
• Strategic alliances allow the international firm to share its capital, resources
and expertise in exchange for the capabilities that the firm does not have, so
that both parties can jointly access a market. Without the alliance, either
party may not consider international marketing viable or desirable.
• Contract manufacturing involves contracting an overseas firm to
manufacture your goods in their (overseas) manufacturing plant. You may
contemplate contract manufacturing if:
o the cost of labour overseas is relatively cheaper in the long term
o the cost of raw materials purchased from overseas is cheaper in the
long term
o the overseas market size justifies manufacturing the product in that
country.

14
The maintenance of the relationship to ensure that it is beneficial to both parties
requires both parties to have an explicit understanding of:
• the goals of the relationship
• the roles each party is required to play to sustain the relationship
• the rewards each party is to receive for their role in the relationship.
Additional Questions
1. Briefly explain what is meant by the term ‘born global’ firm and provide
an example.
‘Born globals’ are firms that either from inception or shortly thereafter begin trading
in international markets rather than first serving their local market and then slowly
expanding into other countries. The internet has made it easier to be ‘born global’
regardless of the actual location of the company’s headquarters or its
manufacturing facilities. For example, Amazon.com was born global from the day it
started in 1995. ‘Born globals’ are usually created by people who are
entrepreneurial and who have large extensive international personal and business
networks. Research has shown not only that their entry mode is often dictated by
the circumstances of their industry, but also that in small isolated economies, such
as New Zealand, born global firms can occur in traditional as well as knowledge-
intensive industries.
2. Discuss the five theoretical explanations for strategic alliances.
Each of the five theories reflects differing motivations for entering into strategic
alliances. The five theoretical explanations for strategic alliances are:
• Transaction costs: Firms form strategic alliances to minimise both costs and
risks. The firm can internalise all necessary processes, reducing uncertainty
and gaining control.
• Resource dependence: Strategic alliances provide a way for firms to access
resources in areas where they are not self-sufficient in a timely and cost-
efficient manner.
• Organisational learning: Specific knowledge can be transferred through
contractual agreements such as licensing but the tacit knowledge embedded

15
in individuals can only be transferred by working with the individuals. In
strategic alliances, firms can gain both types of knowledge.
• Relationship marketing: Strategic alliances allow firms to form strong
relationships with customers and suppliers to provide superior value.
• Strategic behaviour: Firms form strategic alliances when they believe it will
allow them to better meet their strategic objectives and maximise profits.
3. Explain Williamson’s transaction cost approach.
Williamson’s transaction cost approach argues that the foreign entry mode selected
is the one that maximises long-run efficiency measured in terms of risk-adjusted
rate of return on investment. Williamson suggests that control is the most
important determinant of risk and return. High-control modes (e.g. wholly owned
subsidiaries) increase return but also risk while low-control modes such as licensing
require less resource commitment but also produce lower returns. Williamson
suggests that the extent to which the chosen entry mode should provide control is
a function of:
• transaction-specific assets e.g. proprietary processes
• external uncertainty e.g. unpredictability in the chosen market due to
economic and political factors
• internal uncertainty e.g. difficulty controlling international agents due to lack
of familiarity with business customs
• free-riding potential e.g. agent’s ability to exploit the relationship for
personal gain.
High-control modes should be chosen when the firm has transaction-specific assets,
external uncertainty is high, agents are difficult to control and there are
opportunities for agents to take advantage of the relationship.

16
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se nel varcar la soglia della Basilica, non udissi le arringhe degli
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reverenza il cappello al passar delle maestose figure di Pansa e di
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innamorato, che lungi dall’aver guasto il cuore dalla general
corruzione, così io credessi vedere graffire sentimentalmente sulla
muraglia:
Scribenti mi dictat amor monstratque Cupido

Ah! peream sine te si Deus esse velim [315].
FINE DEL PRIMO VOLUME

INDICE
Dedica Pag. V
Intendimenti dell’Opera VII
Introduzione 1
CAPITOLO I. — Il Vesuvio. — La carrozzella

napoletana — La scommessa d’un Inglese
— Il valore d’uno schiaffo — Pompei! —
Prime impressioni — Il Vesuvio — Temerità
giustificata — Topografia del Vesuvio — La
storia delle sue principali eruzioni — Ercole
nella Campania — Vi fonda Ercolano — Se
questa città venisse distrutta
contemporaneamente a Pompei — I popoli
dell’Italia Centrale al Vesuvio —
Combattimento di Spartaco — L’eruzione
del 79 — Le posteriori — L’eruzione del
1631 e quella del 1632 — L’eruzione del
1861, e un’iscrizione di V. Fornari —
L’eruzione del 1868 — Il Vesuvio ministro
di morte e rovina, di vita e ricchezza —
Mineralogia — Minuterie — Ascensioni sul
Vesuvio — Temerità punita —
Pompejorama 15
CAPITOLO II. — Storia. Primo periodo. — 41

Divisione della storia — Origini di Pompei
— Ercole e i buoi di Gerione — Oschi e
Pelasgi — I Sanniti — Occupano la
Campania — Dedizione di questa a Roma
— I Feciali Romani indicon guerra a’
Sanniti — Vittoria dell’armi romane — Lega
de’ Campani co’ Latini contro i Romani —
L. Annio Setino e T. Manlio Torquato —
Disciplina militare — Battaglia al Vesuvio
— Le Forche Caudine — Rivincita de’
Romani — Cospirazioni campane contro
Roma — I Pompejani battono i soldati della
flotta romana — Ultima guerra de’ Sanniti
contro i Romani
CAPITOLO III. — Storia. Periodo secondo.

— La legione Campana a Reggio — È
vinta e giustiziata a Roma — Guerra
sociale — Beneficj di essa — Lucio Silla
assedia Stabia e la smantella — Battaglia
di Silla e Cluenzio sotto Pompei — Minazio
Magio — Cluenzio è sconfitto a Nola —
Silla e Mario — Vendette Sillane — Pompei
eretto in municipio — Silla manda una
colonia a Pompei — Che e quante fossero
le colonie romane — Pompei si noma
Colonia Veneria Cornelia — Resistenza di
Pompei ai Coloni — Seconda guerra
servile — Morte di Spartaco — Congiura di
Catilina — P. Silla patrono di Pompei
accusato a Roma — Difeso da Cicerone e
assolto — Ninnio Mulo — I patroni di
Pompei — Augusto vi aggiunge il Pagus
Augustus Felix — Druso muore in Pompei
— Contesa di Pompejani e Nocerini —
Nerone e Agrippina — Tremuoto del 63
che distrugge parte di Pompei 61
CAPITOLO IV. — Storia. Periodo secondo. 91

— Leggi, Monete, Offici e Costume — Il
Municipio — Ordini cittadini — Decurioni,
Duumviri, Quinquennale, Edili, Questore —
Il flamine Valente — Sollecitazioni elettorali
— I cavalieri — Gli Augustali — Condizioni
fatte alle Colonie — Il Bisellium — Dogane
in Pompei — Pesi e misure — Monete —
La Hausse e la Baisse — Posta —
Invenzione della Posta — I portalettere
romani — Lingua parlata in Pompei —
Lingua scritta — Papiri — Modo di scrivere
— Codicilli e Pugillares — Lusso in Pompei
— Il leone di Marco Aurelio — Schiavi —
Schiavi agricoltori — Vini pompejani —
Camangiari rinvenuti negli scavi — Il garo
o caviale liquido pompejano — Malati
mandati a Pompei
CAPITOLO V. — Storia. Periodo secondo.

— Il Cataclisma — T. Svedio Clemente
compone le differenze tra Pompejani e
Coloni — Pompei si rinnova — Affissi
pubblici — La flotta romana e Plinio il
Vecchio ammiraglio — Sua vita — La
Storia Naturale e altre sue opere — Il
novissimo giorno — Morte di Plinio il
Vecchio — Prima lettera di Plinio il Giovane
a Tacito — Diversa pretesa morte di Plinio
il Vecchio — Seconda lettera di Plinio il
Giovane a Tacito — Provvedimenti inutili di
Tito Vespasiano 127
CAPITOLO VI. — Gli Scavi e la Topografia. 161

— I Guardiani — Un inconveniente a
riparare — Ladri antichi — Vi fu una
seconda Pompei? — Scoperta della città
— Rinvenimento d’Ercolano — Preziosità
ercolanesi — Possibilità d’un’intera
rivendicazione alla luce di Ercolano —
Scavi regolari in Pompei — Disordini e
provvedimenti — Scuola d’antichità in
Pompei — C. A. Vecchi — Topografia di
Pompei — Le Saline e le Cave di pomici —
Il Sarno
CAPITOLO VII. — Le Mura — Le Porte —

Le Vie. — Le Mura, loro misura e
costruzione — Fortificazioni — Torri —
Terrapieno e Casematte — Le Porte — Le
Regioni e le Isole — Le Vie — I
Marciapiedi — Il lastrico e la manutenzione
delle vie — La via Consolare e le vie
principali — Vie minori — Fontane
pubbliche — Tabernacoli sulle vie —
Amuleti contro la jettatura — Iscrizioni
scritte o graffite sulle muraglie —
Provvedimenti edili contro le immondezze
— Botteghe — Archi — Carrozze — Cura
delle vie 181
CAPITOLO VIII. — I Templi. — Fede e 219

superstizione — Architettura generale de’
templi — Collocazione degli altari — Are
ed altari — Della scelta dei luoghi —
Tempio di Venere — Le due Veneri —
Culto a Venere Fisica — Processione —
Descrizione del tempio di Venere in
Pompei — Oggetti d’arte e iscrizioni in
esso — Jus luminum opstruendorum —
Tempio di Giove — I sacri principj —
Tempio d’Iside — Culto d’Iside — Bandito
da Roma, rimesso dopo in maggior onore
— Tibullo e Properzio — Notti isiache —
Origini — Leggenda egizia — Chiave della
leggenda — Gerarchia Sacerdotale — Riti
— Descrizione del tempio d’Iside in
Pompei — Oggetti rinvenuti — Curia Isiaca
— Voltaire e gli Zingari — Tempio
d’Esculapio — Controversie — Cenni
mitologici — Il Calendario Ovidiano concilia
le differenze — Descrizione — Tempio di
Mercurio — Descrizione del tempio —
Tempio della Fortuna — Venerata questa
dea in Roma e in Grecia — Descrizione del
suo tempio — Antistites, Sacerdotes,
Ministri — Tempio d’Augusto — Sodales
Augustales — Descrizione e Pittura,
Monete — Tempio di Ercole o di Nettuno —
Detto anche tempio greco — Descrizione
— Bidental e Puteal — Tempio di Cerere
— Presunzioni di sua esistenza — Favole
— I Misteri della Dea Bona e P. Clodio — Il
Calcidico era il tempio di Cerere? — Priapo
— Lari e Penati — Cristianesimo — Ebrei e
Cristiani
CAPITOLO IX. — I Fori. — Cosa fossero i

Fori — Agora Greco — Fori di Roma —
Civili e venali — Foro Romano — Comizj
— Centuriati e tributi — Procedimento in
essi per le elezioni de’ magistrati, per le
leggi, per i giudizii — Foro Civile
Pompejano — Foro Nundinario o
Triangolare — Le Nundine —
Hecatonstylon — Orologio Solare 305
CAPITOLO X. — La Basilica. — Origine
della denominazione di Basilica — Sua
destinazione in Roma — Poeti e cantanti
— Distribuzione della giornata — Interno
ed esterno delle Basiliche — Perchè
conservatone il nome alle chiese cristiane
— Basiliche principali cristiane — Basilica
di Pompei — Amministrazione della
giustizia, procedura civile e penale —
Magistrati speciali per le persone di vil
condizione — Episodio giudiziario di Ovidio
— Giurisprudenza criminale — Pene —
Del supplizio della croce — La pena
dell’adulterio — Avvocati e Causidici 325
CAPITOLO XI. — Le Curie, il Caldicico, le

Prigioni. — Origine ed uso delle Curie —
Curie di Pompei — Curia o Sala del Senato
— Il Calcidico — Congetture di sua
destinazione — Forse tempio — Passaggio
per gli avvocati — Di un passo dell’Odissea
d’Omero — Eumachia sacerdotessa
fabbrica il Calcidico in Pompei —
Descrizione — Cripta e statua della
fondatrice — Le prigioni di Pompei —
Sistema carcerario romano — Le Carceri
Mamertine — Ergastuli per gli schiavi —
Carnifex e Carnificina — Ipotiposi 365
ERRORI CORREZIONI
Pag. lin.
4 17, vi morisse e Stazio e Silio
Italico e altri
illustri vi si
ispirassero
6 ultima linea: S’intromette il S’intromette il
Tirreno. Tirreno infuriato
13 19, mi do dovea mi dovea
28 12, dice chè dice che
41 17, horrendum, horrendum,
ingens informe, ingens
44 24, dovendo dovendo
poggiare appoggiarsi
71 5, soggetta ligia persona
persona
74 6, Lucio Lucio Cornelio
Cornelio congiunto
parente
76 11, non veridiche non sempre
veridiche
79 9, la dissenzione la dissensione
81 22, patrizii e i patrizii e i plebei
plebei
203 15, distici di distici che
Ovidio erroneamente
alcuni dissero di
Ovidio
325 in fine del La pena
sommario dell’adulterio —
Avvocati e
Causidici
NOTE:
1. Epist. Ex Ponto. Lib. II. ep. III.
Il primo ei fu che me sì audace rese

Da commettere i miei carmi alla Fama;
Egli all’ingegno mio guida cortese.
2. Veggasi al Canto XII l’Odissea d’Omero, così egregiamente tradotta in

versi dal chiarissimo cav. dottor Paolo Maspero, da oscurar di molto la
fama della versione di Ippolito Pindemonte.
3. Già Casina Reale, avente a lato sinistro il Castel dell’Ovo che si avanza
in mare, donata da Garibaldi dittatore ad Alessandro Dumas; ma
rivendicata poscia — non da Garibaldi — venne venduta e convertita
nell’attuale Albergo di Washington, tra i primarj della città.
4. Naturalis Historiæ, Lib. III.
5. Hortensii villa quæ est ad Baulos, Cicero Acad. Quæst. Lib. 4.
6. Ενθα διὲ Κιμμερἰων ανδρων δῆμοστε πὀλιστε, che si tradurrebbe

letteralmente: Qui poi sono degli uomini Cimmerj, il popolo e la città.
7. Lib. 1. 6; Dionigi d’Alicarnasso, IV; Aulo Gellio, 1. 19.
8. Georgica L. II. v. 161. Questi versi suonerebbero nel nostro idioma:
O fia che il porto qui rammenti e l’opre

Al Lucrin lago aggiunte, e il corrucciato
Flutto ch’alto vi mugge; ove lontano
Respinto il mar, la Giulia onda risuona
E dove dentro dell’Averno i gorghi
S’intromette il Tirreno infuriato.
9. Virgil. Georg. L. I. v. 468.
10. Monumenta epigraphica pompejana ad fidem archetyporum expressa.

Napoli 1854. Edizione di soli cento esemplari fatta a spesa di Alberto
Detken.
11. Le Case ed i Monumenti di Pompei disegnati e descritti. Napoli, in corso

di publicazione.
12. Pompei. Seconda edizione, Firenze 1868. Successori Le Monnier.
13. Inscriptions gravée au trait sur les murs de Pompei.
14. Sono gli uomini di questo villaggio che vengono più specialmente
reclutati per la difficile e perigliosa pesca del corallo sulle coste di
Barberia, e così possono ricondursi di poi in patria con un bel gruzzolo
di danaro.
15. La misurazione dell’elevazione del Vesuvio sopra il livello del mare varia
nelle scritture dei dotti che la vollero fissare. Nollet nel 1749 la disse di
593 tese; Poli nel 1791 di 608 tese; il colonnello Visconti nel 1816 di
621; Humboldt dopo l’eruzione del 1822 la rinvenne di 607 tese, e nel
settembre 1831 l’altezza della punta più alta del cono risultò di tese 618.
La tesa, antica misura di Francia, era lunga sei piedi; la nuova tesa
francese si chiama doppio metro e per conseguenza contiene 6 piedi, 1
pollice, 10 linee. Siffatta varietà di misure non da altro procede che dagli
elevamenti e dalle depressioni, le quali si avvicendano secondo le
diverse eruzioni.
16. «Ricerche filosofico istoriche sull’antico stato dell’estremo ramo degli

Appennini che termina dirimpetto l’isola di Capri.»
17. «Partito Ercole di poi dal Tevere, seguendo il lido italiano si condusse al
Campo Cumeo, nel quale è fama essere stati uomini assai forti, ed a
cagione di loro scelleratezze, appellati giganti. Lo stesso Campo del
resto, denominato Flegreo, dal colle che vomitando sovente fuoco a
guisa dell’Etna sicula, ora si chiama Vesuvio, e conserva molte vestigia
delle antiche arsioni.»
18. Storia degli Italiani, Tom. 1, pag. 99. Torino 1857.
19. Nella vita di Marco Crasso.
20. Anno 1674, pag. 146.
21. Ragguaglio dell’incendio del Vesuvio. Napoli 1694.
22. L’eguale fenomeno si avverò sul Vesuvio nella eruzione del 79. Ecco le
parole di Plinio: Nubes (incertum procul intuentibus ex quo monte;
Vesuvium fuisse postea cognitum est) oriebatur: cujus similitudinem et
formam non alia magis arbor, quam pinus expresserit. Nam longissimo
velut trunco elato in altum, quibusdam ramis diffundebatur, etc. Epist.
XVI. Lib. VI.
23. Prodromo della Mineralogia Vesuviana. Napoli 1825.
24. Horatius, Lib. 1. Od. 3. In Virgilium Athenas proficiscentem. Gargallo

traduce, o a meglio dire, parafrasa così:
Ov’è maggior l’ostacolo,

Più impetuosa ed avida
L’umana razza avventasi
Ad ogni rischio impavida.
25. Vedi i dispacci telegrafici e giornali dell’ultima settimana del dicembre

1869.
26. Vedi Descrizione del Vesuvio di Logan Lobley.
27. Sylv. 2
«Nè allettin più del Pompejano Sarno

Gli ozii.»
28. Satir. Lib. II. Sat. 1. v. 35. Così traduce Tommaso Gargallo:
Io, che s’appulo son, se non lucano,

Dir non saprei, perchè tra due confini
L’aratro volga il venosin colono,
Colà spedito (come è vecchia fama)
Cacciatine i Sabini.
29. Secondo Esiodo, Gerione era il più forte di tutti gli uomini nell’isola
d’Eritia presso Gade o Cadice sulla costa della Spagna. I poeti venuti di
poi ne hanno fatto un gigante con tre corpi, che Ercole combattendo
uccise, menandone seco i buoi. Coloro i quali ridur vorrebbero tutta la
scienza mitologica ad un solo principio, cioè, al culto antico della natura,
pretesero Ercole un essere allegorico e non significar altro che il Sole.
Questa impresa vinta su Gerione sarebbe il decimo segno che il sole
trascorre, vale a dire i benefizj d’esso che, giunto al segno equinoziale
del Toro, avviva tutta la natura e consola tutte le genti. Vedi Dizionario
della Mitologia di tutti i Popoli di Gio. Pozzoli e Felice Romani. Milano
presso Gio. Pirotta.
30. La Mitologia chiama i Dioscuri figliuoli di Giove e afferma essere il
soprannome di Castore e Polluce. Glauco fu il primo che così li chiamò,
quando apparve agli Argonauti nella Propontide (Filostr. Paus.). È stato
dato questo nome anche agli Anaci, ai Cabiri, e ai tre fratelli che
Cicerone (De Natura Deorum 3, c. 53) chiama Alcone, Melampo ed
Eumolo. Sanconiatone conserva l’identità dei Dioscuri coi Cabiri, che
Cicerone vuol figli di Proserpina. Ritornerò su tale argomento nel
capitolo I Templi.
31. Titi Livii Historiarum. Lib. VII c. XXIX.
32. I Feciali erano sacerdoti, l’uffizio de’ quali corrispondeva a un di presso

a quello degli Araldi d’armi. Essi dovevano trovarsi particolarmente
presenti alle dichiarazioni di guerra, ai trattati di pace che si facevano,
ed avvertivano a che i Romani non intraprendessero guerre illegittime.
Allorchè qualche popolo avea offeso la Republica, uno de’ Feciali si
portava da quello per chiedergli riparazione: se questa non era
accordata subito, gli si concedevano trenta dì a deliberare, dopo i quali
legittima si teneva la guerra. E questa dichiaravasi col ritornare il Feciale
sulla frontiera nemica e piantarvi una picca tinta di sangue. Anche i
trattati si facevano da un Feciale, che durante le negoziazioni veniva
appellato pater patratus, per l’autorità che egli aveva di giurare pel
popolo. Vegliavano pure al rispetto degli alleati, annullavano i trattati di
pace che giudicavano nocivi alla Republica, e davano in mano ai nemici
coloro che li avevano stipulati.
33. Secondo la più probabile opinione, Caudio era situato dove ora il borgo
Arpaja, e le Forche Caudine in quell’angusto passo donde si discende
ad Arienzo, specialmente nel sito che si chiama pur oggi le Furchie.
34. Ora Lucera delli Pagani, nella Puglia Daunia, volgarmente Capitanata,
provincia di Foggia, nel già reame di Napoli.
35. Tito Livio; Lib. IX, c. XXXVIII.
36. Dante, Paradiso c. VII. 47. Qui parla il Poeta di Manlio Torquato che
comandò, come più sopra narrai, la morte del figliuolo per inobbedienza,
e parla di Quinzio Cincinnato.
37. Vellei Paterculi, Historiæ Lib. II. c. XIII.
38. Bell. Civ. Lib. I. c. 94.
39. De Legibus, II. 2.

40. Roma Illustrata, Ant. Thisli J. C. Amstelodami.
41. Veglie storiche. Milano 1869, presso A. Maglia.
42. Sallustio, Bellum Catilinarium, c. XVII: «Lucio Tullo, Marco Lepido

consulibus, Publius Autronius et Publius Sulla, designati consules,
legibus ambitus interrogati, pœnas dederunt. Post paullo, Catilina
pecuniarum repetundarum reus, prohibitus erat consulatum petere, quod
inter legitimas dies profiteri nequiverit». La legge Calpurnia dell’àmbito,
prodotta dal console Calpurnio Pisone nell’anno 686, era che chi avesse
colle largizioni o capziosamente conseguito il magistrato, dovesse
lasciarlo e pagare una multa pecuniaria. Catilina era stato escluso dal
chiedere il consolato, perchè reo repetundarum, che noi diremmo di
concussione, cioè di ripetizione di cose, la cui restituzione si esige da
colui che, magistrato, abbia spogliato la provincia. Essendosi i legati
d’Africa querelati assai gravemente di Catilina, ne veniva pubblicamente
accusato da Publio Clodio.
43. Quid ergo indicat, aut quid affert, aut ipse Cornelius, aut vos, qui ab eo
hæc mandata defertis? Gladiatores emptos esse, Fausti simulatione, ad
cœdem, ac tumultum. Ita prorsus: interpositi sunt gladiatores, quos
testamento patris videmus deberi. Cic. Pro. P. Sulla cap. XIX.
44. Id. ibid. cap. XXI.
45. Questi erano i triumviri deputati a trasportare, o come meglio direbbesi

con frase latina, a dedurre le colonie, chiamati perciò patroni di esse.
46. La Clientela venne istituita da Romolo, onde avvincere in nodo d’affetto

maggiore e d’interessi i patrizi e i plebei. Questi eleggevano i loro patres
per esserne protetti, e ai patres correva debito di proteggere i colentes;
interdetto ad entrambi di accusarsi avanti i tribunali, nè mai essere
nemici; pena a chi infrangesse la legge di aver mozzo il capo, vittima
sacra a Plutone. La purezza dì questa istituzione durò buona pezza: poi
degenerò come ogni umana cosa.
47. In Toscana l’aveva alle falde degli Appennini e dalla regione in cui era
situata si dicea Tusci; in Romagna l’aveva sul litorale del Mediterraneo
fra le due città di Laurento e di Ostia, e per esser più vicina a quella città
chiamavala Laurentino e l’abitava nel verno; in Lombardia due ne
possedeva lungo le ridenti sponde del Lario una nel paesello di Villa e si
nomava Commedia, e l’Amoretti nel suo Viaggio ai tre laghi credette
riconoscerla nel luogo ove v’ha la villeggiatura dei signori Caroe,
pretendendosi persino di vederne tuttora i ruderi contro l’onde del lago;
l’altra, detta Tragedia, in altra località che forse fu presso Bellagio. Lo
che valga a rettifica dell’opinione volgare che crede la Commedia fosse
dove ora è la Pliniana, così detta unicamente perchè vi si trovi la fonte
da lui descritta nell’ultima Epistola del libro IV e dell’opinioni di taluni
scrittori che la assegnano in altra parte del lago. Alla Pliniana, venne
fabbricato da Giovanni Anguissola, altro degli uccisori di Pier Luigi
Farnese, nè prima di lui vi si riscontrarono ruderi che accusassero
antecedenti edificazioni. Della prima, in Toscana, fa una magnifica
descrizione nella lettera 6 del lib. V; della seconda in Romagna, nella
lettera 17 del lib. II.
48. Plures iisdem in locis villas possidebcat, adamatisque novis, priora

negligebat. Lett. 7 a Caccinio, lib. III. Silio Italico morì anzi in una sua
villa sul tenere di Napoli.
49. Da una fiera e passionata invettiva contro Cicerone, che Quintiliano

attribuisce senz’altro a Sallustio di lui nemico (Instit. lib. IV), tolgo il
seguente brano che ricorda appunto le villa sua in Pompei: «Vantarti
della congiura soffocata? Meglio dovresti arrossire che, te console, sia
stata messa la republica sottosopra. Tu in casa con Terenzia tua
deliberavi ogni cosa e chi dannare nel capo e chi multar con denaro, a
seconda del capriccio. Un cittadino ti fabbricava la casa, un altro la villa
di Tusculo, un altro quella di Pompei, e costoro ti parevano buoni; chi pel
contrario non ti avesse giovato, era quegli un malvagio che ti tramava
insidie nel Senato, che t’assaliva in casa, che minacciava incendiar la
città. E vaglia il vero, qual fortuna avevi e quale or possiedi? quanto
arricchisti col procacciarti cause? Come ti procurasti le splendide ville?
col sangue e colle viscere de’ cittadini; supplichevole coi nemici, altero
cogli amici, riprovevole in ogni fatto. Ed hai cuore di dire o fortunata
Roma nata te console? Infelicissima che patì pessima persecuzione,
quando nelle mani avesti giudizi e leggi. E nondimeno non ti stanchi di
rintronarci le orecchie cedan l’armi alla toga, alla favella i lauri, tu che
della Republica pensi altra cosa in piedi ed altra seduto, banderuola non
fedele a vento alcuno.» Ognuno comprenderà quanta ira partigiana
ispirasse questa invereconda tirata. Fra’ luoghi in cui Cicerone parla del
suo Casino, ve ne ha uno nell’epistola 3, lib. 7 al suo amico M. Mario,
che villeggiava in Pompei.
50. Ovidio nei Fasti, I. 614, canta:
Sancta vocant augusta patres; augusta vocantur

Templa, sacerdotum rite dicata manu
Hujus et augurium dependet origine verbi,
Et quodcumque sua Jupiter auget ope.
51. Cap. XVII.
52. Tacito nel libro XV degli Annali c. XVII non fa che accennare sotto
quest’anno un tanto disastro: «Un terremoto in Terra di Lavoro rovinò
gran parte di Pompeja, terra grossa.»
53. Canto VI. v. 45 e segg.
54. Aulo Gellio trova la etimologia del municipio a munere capessendo; più
propriamente forse il giureconsulto Paolo: quia munia civilia capiant. E
l’uno e l’altro accennano al diritto o dono conferito della cittadinanza, a
differenza di quelle altre località che erano solo fœderatæ, ricevute dopo
vinte e a condizione inferiore, che non acquistavano la podestà patria,
nè le nozze alla romana, nè la capacità di testare a pro’ d’un romano
cittadino, o d’ereditarne, nè l’inviolabilità della persona.
55. Gargallo traduce al solito infedelmente:
Manchin seimila o sette al censo equestre,

E prode, onesto sii, probo, facondo,
Plebe sarai.
Orazio nel suo primo verso non disse censo equestre, ma sì

quadringentis: perchè il Gargallo non potè dire quattrocento? Avrebbe
egli pure fatto sapere come il poeta che traduceva, che il censo
equestre era di quattrocentomila.
56. Il laticlavo era una striscia di porpora che orlava la toga di porpora,
scendendo dal petto fino a’ ginocchi. Essa era alquanto larga a
distinzione della striscia de’ cavalieri, che però dicevasi augusticlavo.
Come basterebbe oggi dire porporato per intendersi cardinale, allora
dicevasi laticlavius per senatore; onde leggesi in Svetonio (in August., c.
38): binos laticlavios præposuit, per dire due senatori.
57. Trattato dell’Onore del Bisellio.
58. Fabretti, Inscr. 3. 324. e 601. Gruter., 475, 3.
59.
D’oro lucente altri ricchezze aduni

E molti di terreno jugeri tenga.
Lib. 1 Eleg. 1.
60. Vol. I. Appendice VI.
61. Tutti i mulattieri con Agato Vajo si raccomandano a C. Cuspio Pansa

Edile. — Il Collega Giulio Polibio fece.
62. Vedi Plinio epistola 12 del lib. II: Implevi promissum, priorisque epistolæ
fidem exsolvi, quam ex spatio temporis jam recipisse te colligo. Nam et
festinanti et diligenti tabellario dedi. Vedi anche dello stesso Plinio
l’epistola 17 del lib. III e 12 del VII e la nota alla prima lettera del suo
volgarizzatore Pier Alessandro Paravia. Venezia Tip. del Commercio
1831.
63. Storia della decadenza e rovina dell’Impero Romano di Edoardo Gibbon.

Cap. II. — Vedi anche Plin. Stor. Natur. III. 5. S. Agostino De Civitate Dei
XIX. 7. Giusto Lipsio De Pronuntiatione linguæ latinæ, c. 3.
64. Vita di Claudio, c. 6.
65. Op. cit. cap. II.
66. Tra i papiri latini si conta un frammento di poema sulla guerra di Azio.
67. Milano, 1822.
68. Ad retia sedebam: erant in proximo non venabulum aut lancea, sed
stilus et pugillares. Così Plin. loc. cit. Vedi anche Boldetti, Osserv. sopra
i Cimelii, l. 2, c. 2.
69.
Sardoniche, smeraldi, diamanti,

E diaspri egli porta in un sol dito.
V. II.
70. Svetonio, in Nerone, II.
71. Plutarco, Vita di Lucullo.
72. Plin. XIV. 6.
73. Eccone la traduzione del cav. P. Magenta:
Ecco il Vesuvio, di pampinose

Frondi or or verde, ed ove in tumidi
Vasi spremeansi uve famose.
Ecco il bel clivo, che anteponea
Sin Bacco a Niso, su cui de’ Satiri
Lo stuol le danze testè movea.
Desso era il seggio più a Vener caro

Dello Spartano, desso era il poggio
Che col suo nome Ercol fe’ chiaro.
74.
Questa che ognor di verde erba si veste,

Che agli olmi avvince le festanti viti,
D’ulivi attrice, alla coltura, al gregge
Troverai pronta e al vomere paziente,
Questa terra ubertosa ara la ricca
Capua e l’abitator delle fiorenti
Del Vesèvo pendici.
75. Histor. Natur. Lib. XXXI, c. 7.
76. Id. ib., c. 8. Laudantur et Clazomenæ garo, Pompeiique, et Leptis.
77. Satir. Lib. II. sat. 8.
78.
Ma ingente il cucinier mucchio consumi

Di pepe e aggiunga indi falerno vino
Al garo arcano.
Lib. 7. epig. 27.
Sostituii la mia versione a quella del Magenta, perchè non comprese

che cosa fosse il garo, ch’ei tradusse per aceto, non avvertendo che ad
esso mal si sarebbe allora potuto applicare l’aggettivo secreto.
79.
Del nobil garo ora lasciva ho sete.

Lib. 13. ep. 77.
80. Avuta autorità dall’imperatore Cesare Vespasiano Augusto i luoghi

pubblici da’ privati posseduti Tito Svedio Clemente tribuno, ventilate le
cause ed eseguite le misure, restituì alla republica de’ Pompejani.
81. Guida di Pompei, pag. 27.

82. Giorn. degli Scavi. Luglio e Agosto 1863, pag. 228.
83. Ne’ possedimenti di Giulia Felice, figlia di Spurio, si affittano dalle prime
idi di agosto alle seste idi per cinque anni continui un bagno, un
venereo, e novecento botteghe colle pergole e co’ cenacoli. Se taluno
esercitasse in casa (o il condannato) lenocinio, non è ammesso alla
conduzione.
La formula invece, quale è ristabilita dal sen. Fiorelli, vorrebbe dire: se
trascorrerà il quinquennio, la locazione ai riterrà tacitamente rinnovata.
Altri poi, leggendo aggiunta alla iscrizione surriferita anche le parole
SMETTIVM . VERVM . ADE, pretendono interpretare le sigle in
questione nella seguente maniera: si quis dominum loci ejus non
cognoverit, — se alcuno non conosca il padrone di questo luogo, si
rivolga a Smettio Vero.
84. Veggasi: Della Patria dei due Plinii, Dissertazione di Pier Alessandro
Paravia indirizzata al cav. Ippolito Pindemonte, edita nell’appendice al
Volgarizzamento delle Lettere di Plinio il Giovane dello stesso Paravia,
già altre volte da noi citato. Il Paravia prova, a non più lasciar ombra di
dubbio, i Plinii essere stati di Como.
85. Essai de Zoologie Générale, par. I. 1, 5.
86. De Viris Illustribus.
87. «Le mofete, scrive Giuseppe Maria Galanti, formano molti fenomeni
curiosi. Terminate le grandi eruzioni sogliono esse manifestarsi sotto le
antiche lave e ne’ sotterranei, e qualche volta hanno infettata tutta
l’atmosfera. Non sono che uno sviluppamento di acido carbonico. Circa
quaranta giorni dopo l’ultima grande eruzione del 1822 comparvero le
mofete nelle cantine ed altri luoghi sotterranei delle adiacenze del
Vulcano. L’aria mofetica cominciava all’altezza del suolo superiore, e
spesso infettava anche l’aria esterna. In alcuni sotterranei si
manifestarono rapidamente, in altri lentamente: dove durarono pochi
giorni e dove sino a due mesi. Dopo l’eruzione del 1794 molte persone
perirono per mancanza di precauzione contro queste mofete. Esse si
sviluppano più assai nei luoghi dove terminano le antiche lave, cioè nei
luoghi prossimi alla pedementina del Vulcano, forse perchè il gas acido
carbonico che si svolge in copia nell’interno del Vulcano, si fa strada
negli interstizi delle lave, le quali partono tutte dal focolare vulcanico.»
Napoli e Contorni, 1829. — Vedi anche La storia de’ fenomeni del
Vesuvio di Monticelli e Covelli. Napoli, 1843.

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Case Study Solutions

International Marketing Edge (IMEDGE)

• identify the different problems faced by firms in international business when

1. Discuss the pros and cons of:

(a) Simultaneous versus incremental entry into international markets:

Incremental entry – pros:

(b) Concentrated versus diversified market entry strategies:

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See comments and tasks for Question 2(a).

Factors to be considered are:

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3. What factors would you consider if you were an Australian or New

Factors to consider include:

4. What would be the advantages and disadvantages of licensing the

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Licensing Minimal commitment of Less control over raw materials and

5. What aspects of an international market might cause you to settle on

If there is long-term economic uncertainty or political instability in the overseas

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Case Study Solutions

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What are the potential benefits of IMEDGE?

Model Answer - IMEDGE - Chapter 8

Using Cavusgil et al’s (2004)’ framework of foreign market opportunity assessment

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The Deus ex Machina Experience

In selecting their countries, students should:

1. Demonstrate an alignment of the country’s attractiveness with Deus ex

3. Based on the clusters and evaluation of market attractiveness, students can

Singapore and Czech Republic

• Based on market attractiveness and attraction of international tourists

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i. Recommended entry strategy

The market attractiveness analysis and alignment of Deus ex Machina’s strategy

• establishes measure of control of operations

The major downside would be the initial costs of setting up shops.

Key Information sources

1. A small Australian company manufactures gas barbeque grills. Have students

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2. A medium-sized New Zealand company produces a range of cheese products

Market entry options Advantages Disadvantages

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1. When discussing assessing market potential, students should critically evaluate

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A linked form of market entry should be contemplated in the following conditions:

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2. Discuss the five theoretical explanations for strategic alliances.

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3. Explain Williamson’s transaction cost approach.

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