4 – Case studies

This chapter describes and discusses the tradition-based strategies implemented by several companies. Cases have been selected following three main criteria: (i) a presence on the international market, (ii) the success of the firm in their specific industry, (iii) a high commitment toward craftsmanship, or toward the culture of a territory or an age. Specifically, the following companies are analysed: Aboca, Amarelli, Apreamare, Barilla Group, Breguet, Brunello Cucinelli Group, Caffe Vergnano, Cartier, Cartiere Milani Fabriano, Ditta Bortolo Nardini, Kikkoman, Lavazza, Lego Group, Lindt, Persol, Perugina, Pictet & Cie, Shifman, Steinway & Sons and Tong Ren Tang. For each company, a brief description is provided and then an analysis of the strategic use of tradition, in terms of both creation and appropriation, is presented.