Strategy and communication in family firms

Participate in a unique learning experience that explores how family businesses transform their identity into competitive advantage. This event brings together academics and family business leaders to examine how familiness and family business identity can effectively shape family business communication and the storytelling of their competitive advantage.

You will hear from experts who will talk about the role of family identity and family capital as a source of competitive advantage in family businesses-and directly from family members who have had to decide when and how to say, "We are a family business."

Event Program Strategy and Communication in Family Firms - 19/05/2025 5 p.m. Mike Bongiorno Lecture Hall (IULM1)

Greeting by IULM Rector, Prof. Valentina Garavaglia
Panel: "We are a family business...": familiness between strategy and communication
Moderator: Pietro Mazzola - IULM
Guest speakers:

• Lorenza Luti, Marketing and Retail Director of Kartell S.p.A.
• Elena Zambon, President of Zambon S.p.A.
• Gaia Marchisio, Senior Lecturer in the Discipline of Management in the Faculty of Business - Management Division; Faculty Director - Global Family Enterprise Program Columbia Business School
• Michael McGrann, Managing Director in the BBH Center for Family Business, Philadelphia, USA
• Elanor Colleoni, Senior Lecturer IULM, Former Senior Director of RepTrak Company (Reputation Institute)

To attend, you must register through this form

The event is part of the four-meeting series Strategy and communication

The "Strategy and Communication" series of events is part of the Badge of Honour initiative. Participation of students from all degree programs in 3 of the 4 meetings in the cycle corresponds to the completion of 1 of the 4 activities (for students enrolled in master's degree programs) and 1 of the 6 activities (for students enrolled in bachelor's degree programs) required to earn the Badge of Honour point.