Prudence and Audacity: The House of Beretta

Case Solution

John L. Ward, Colleen Lief
IMD ()

After more than four centuries in business, the Beretta family arms manufacturer is at an important threshold. The family and their hometown provided the cultural and philosophical foundations that carried the company through the good times and the bad. Now the company faces a more insidious challenge. How to continue growing and adapting to new markets and competitive situations while preserving the core that made the company what it is today. The role of corporate culture is offset by constant change, a devotion to craftsmanship and the latest technology, close family ties, and a passion for individuality. The practice of seemingly contradictory business concepts and approaches is examined.

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