{"id":236002,"date":"2025-04-26T12:02:26","date_gmt":"2025-04-26T12:02:26","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=236002"},"modified":"2025-04-26T12:02:26","modified_gmt":"2025-04-26T12:02:26","slug":"povestea-unei-afaceri-de-familie-care-a-invatat-sa-renasca-sa-creasca-si-sa-inspire-dupa-ce-a-creat-un-produs-cu-care-a-reusit-sa-genereze-miliarde-de-euro","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=236002","title":{"rendered":"Povestea unei afaceri de familie care a \u00eenv\u0103\u0163at s\u0103 renasc\u0103, s\u0103 creasc\u0103 \u015fi s\u0103 inspire, dup\u0103 ce a creat un produs cu care a reu\u015fit s\u0103 genereze miliarde de euro"},"content":{"rendered":"<p>\n<strong>Povestea Barilla a \u00eenceput \u00een inima Italiei, cu o brut\u0103rie de familie \u015fi un om vizionar: Pietro Barilla. De la un mic magazin din Parma, brandul avea s\u0103 devin\u0103 un simbol global al pastelor italiene. Ce urmeaz\u0103 este istoria unei afaceri de familie care a \u00eenv\u0103\u0163at s\u0103 renasc\u0103, s\u0103 creasc\u0103 \u015fi s\u0103 inspire.<\/strong><\/p>\n<p>\nPietro Barilla Sr. s-a n\u0103scut la 3 mai 1845 \u00een Parma, Italia, fiind al \u015faselea dintre cei zece copii ai lui Ferdi-nando \u015fi Angela Julia Lanati. \u00cempreun\u0103 cu fra\u0163ii s\u0103i mai mari, Ferdinando \u015fi Giuseppe, \u015fi-a \u00eenceput uceni-cia \u00een brut\u0103ria bunicului matern, Vincenzo Lanati, situat\u0103 pe strada Santa Croce din Parma.&nbsp; \u00cen 1877, Pietro a deschis propria sa brut\u0103rie \u015fi magazin de paste f\u0103inoase pe strada Vittorio Emanuele nr. 252, pun\u00e2nd astfel bazele companiei Barilla. Dup\u0103 trecerea sa \u00een nefiin\u0163\u0103 \u00een 1912, fiii s\u0103i, Gualtiero \u015fi Riccardo, au preluat conducerea afacerii. Riccardo a introdus tehnologii moderne \u00een procesul de produc\u0163ie, transform\u00e2nd Barilla \u00eentr-unul dintre cei mai importan\u0163i produc\u0103tori de paste din Italia. Nepotul fonda-torului, Pietro Barilla Jr., n\u0103scut \u00een 1913, este considerat adev\u0103ratul arhitect al companiei Barilla moderne.&nbsp;<\/p>\n<p>\nDup\u0103 ce se al\u0103tur\u0103 companiei \u00een 1936, \u00ee\u015fi \u00eentrerupe activitatea pentru a lupta \u00een cel de-al Doilea R\u0103zboi Mondial, dar revine ulterior cu o viziune clar\u0103 asupra viitorului companiei. \u00cen 1947, dup\u0103 moartea tat\u0103lui s\u0103u, Riccardo, Pietro \u00eempreun\u0103 cu fratele s\u0103u Gianni preiau conducerea. Pietro decide s\u0103 trans-forme radical compania. \u00cen 1952, renun\u0163\u0103 la produc\u0163ia de p\u00e2ine \u015fi se concentreaz\u0103 exclusiv pe paste. Aceast\u0103 decizie strategic\u0103 devine piatra de temelie a succesului Barilla. El \u00een\u0163elege puterea comunic\u0103rii \u015fi a brandului, iar sub conducerea sa, Barilla devine unul dintre primele branduri italiene care investesc masiv \u00een reclam\u0103 \u015fi imagine de marc\u0103. Campaniile publicitare, cu sloganuri precum \u201eDove c&#8217;\u00e8 Barilla, c&#8217;\u00e8 casa\u201d (\u201eUnde e Barilla, e acas\u0103\u201d), au marcat genera\u0163ii \u015fi au consolidat leg\u0103tura emo\u0163ional\u0103 dintre brand \u015fi consumatori.&nbsp;<\/p>\n<hr \/>\n<p>\n<strong><span style=\"color:#3399ff;\">Pietro Barilla nu a fost doar un lider de afaceri, ci \u015fi un promotor activ al culturii. \u00cen 1957, a fondat revista \u201eLa Palatina\u201d, al\u0103turi de poetul Attilio Bertolucci. A sprijinit numero\u015fi arti\u015fti, printre care pictorul Renato Guttuso \u015fi sculptorul Pietro Cascella, \u015fi a sus\u0163inut proiecte sociale \u015fi culturale \u00een Parma. \u00cen 1968, statul italian i-a recunoscut meritele, acord\u00e2ndu-i titlul de Cavaliere del Lavoro \u2013 una dintre cele mai \u00eenalte dis-tinc\u0163ii acordate antreprenorilor italieni.<\/span><\/strong><\/p>\n<hr \/>\n<p>\n\u00cen ciuda succesului, dificult\u0103\u0163ile financiare din anii \u201860 determin\u0103 familia Barilla s\u0103 v\u00e2nd\u0103 compania c\u0103tre grupul american W. R. Grace \u00een 1971. Aceasta este una dintre cele mai dureroase deciz-ii din via\u0163a lui Pietro. Sim\u0163ind c\u0103 brandul risc\u0103 s\u0103-\u015fi piard\u0103 sufletul \u015fi r\u0103d\u0103cinile italiene, Pietro reu\u015fe\u015fte, \u00een mod remarcabil, s\u0103 r\u0103scumpere compania \u00een 1979, readuc\u00e2nd-o \u00een m\u00e2inile familiei. Aceast\u0103 revenire spectaculoas\u0103 e considerat\u0103 un exemplu emblematic de reconectare a unui brand cu identitatea sa cul-tural\u0103. Sub conducerea lui Pietro, Barilla devine nu doar liderul pie\u0163ei italiene, ci \u015fi un ambasador global al buc\u0103t\u0103riei italiene, extinz\u00e2ndu-se \u00een \u00eentreaga Europ\u0103, apoi \u00een SUA \u015fi Asia.<\/p>\n<p>\n\u00cen 2023, Grupul Barilla a \u00eenregistrat o performan\u0163\u0103 financiar\u0103 solid\u0103, raport\u00e2nd o cifr\u0103 de afaceri de 4,869 miliarde de euro \u015fi un profit net de 284 milioane de euro.&nbsp;&nbsp;<\/p>\n<p>\n<em>Surse:&nbsp; Archivio Storico Barilla, Wikipedia Italia \u2013 Pietro Barilla,&nbsp; Barilla Group \u2013 Site oficial<\/em><\/p>\n<div>\n<strong>Traducere \u015fi adaptare: Ioana Matei<\/strong><br -webkit-text-stroke-width:=\"\" background-color:=\"\" color:=\"\" font-family:=\"\" font-size:=\"\" font-style:=\"\" font-variant-caps:=\"\" font-variant-ligatures:=\"\" font-weight:=\"\" letter-spacing:=\"\" orphans:=\"\" text-align:=\"\" text-decoration-color:=\"\" text-decoration-style:=\"\" text-decoration-thickness:=\"\" text-indent:=\"\" text-transform:=\"\" white-space:=\"\" widows:=\"\" word-spacing:=\"\" \/><br \/>\n<br \/>\n&nbsp;<\/div>\n<p>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Povestea Barilla a \u00eenceput \u00een inima Italiei, cu o brut\u0103rie de familie \u015fi un om vizionar: Pietro Barilla. De la un mic magazin din Parma, brandul avea s\u0103 devin\u0103 un simbol global al pastelor italiene. Ce urmeaz\u0103 este istoria unei afaceri de familie care a \u00eenv\u0103\u0163at s\u0103 renasc\u0103, s\u0103 creasc\u0103 \u015fi s\u0103 inspire. Pietro Barilla [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[511,7211,512],"tags":[7179,47828,60266,8301,60265,60267],"class_list":["post-236002","post","type-post","status-publish","format-standard","hentry","category-afaceri","category-comert","category-revista-bm","tag-brand","tag-capitalistii-saptamanii","tag-gualtiero-si-riccardo-barilla","tag-magazin","tag-pietro-barilla","tag-pietro-barilla-jr"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/236002","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=236002"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/236002\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=236002"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=236002"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=236002"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}