Theories and contemporary challenges of a global pasta leader: the case of Barilla SpA

Abstract

Barilla Holding SpA (Barilla), a successful multinational foods manufacturing company with headquarters in Parma, Italy began with humble beginnings in 1877 (Barilla, 2014a) as a small bread and pasta shop -- Barilla is now a leading global sales player second only to private label brands, jumping from 9-12% of total market from the period 2009-2014 and is the dominant sales leader in both Italy and the US with 2014 sales of 900 and 800 US$ million respectively (Euromonitor, 2015) -- This paper looks at the process of internationalization, paralleling both traditional and contemporary academic models, focusing on such issues as marketing to the gay and lesbian market, family succession roadblocks, and navigating social media gaffs -- These contemporary academic models highlight challenges, strategies, sales and market share dynamics for the company with suggestions for navigating the road ahead