For business Innovation is the secret of youth, and adaptation is key for longevity. Many companies face organisational dilemmas, which are seemingly irreconcilable dichotomies. The short term or the long term, embracing modernisation or maintaining traditions. Beretta family business, with its almost five hundred years seems to rely on permanent adaptation and managing dichotomies. One could say that this elderly “Lady” has found the secret of youth. A company that excelled all over the world by being a pure representation of elegance and technology, always up to date with the latest trend and innovation in all the sectors in which they were present, never afraid to adapt their core business.
PRUDENCE AND AUDACITY AT VILLA BERETTA
Primarily, the company only marketed firearms used for military purposes, but Pietro Beretta (1791-1853) after having been involved in the production of weapons for Napoleon Bonaparte's army, decided to diversify into the production of weapons for sporting purposes.
When we talk about Beretta, we are talking about the oldest arms manufacturer in the world, with almost five hundred years of history and family traditions that prevail over time against all crises . But this family business, which has prospered in the small valley of , in Northern Italy, is not (elderly lady) that its corporate longevity seems to convey. If the walls of could speak, perhaps they would say something about the secret which lies behind its long history of success in the incessant search for innovation and new technologies, while keeping tradition. It is up to its managing director to take the helm of the family business and bring the good habits and values of the company to fruition. But how can a secular company continue to grow, in the face of new markets pressures and competition, without losing its corporate culture of excellence? The ability to manage the dichotomy between Prudence and Audacity is at its heart.
