BARILLA: Balancing heritage and agility to excel in every consumption ritual

Chef Giulia Becuzzi joined the Barilla Group in 2008 as a regional manager and rose through the ranks to become Director of Pasta Marketing for Western Europe.
Under the leadership of Miloud Benaouda, then President of the region, she played a central role in the brand's growth strategy.
Together, they discuss how a global leader in the food industry is adapting to the major challenges of market polarization and the rapid emergence of new consumer trends.

- Analyzing the governance challenges specific to large, internationally operating family-owned businesses.
- Evaluating brand and innovation strategies within a competitive food and beverage market.
- Deciphering the impact of new consumer trends on the growth model of a multinational fast-moving consumer goods company.
- Understanding the influence of the legislative framework on the dynamics of relationships and negotiations between industry and mass retailers.

Agri-food - Brand strategy - Family governance - Innovation management - Industry & Retail

L1, L2, L3
M1, M2, Masters spécialisés
MBA, Executive MS

Food

PPT debriefing (6 slides)

Année de la problématique : 2026

Livraison : Livraison par lien de téléchargement

Nombre de pages : 9 avec 4 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : 15 - Industries alimentaires