Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • October 2006 (Revised May 2007)
  • Case
  • HBS Case Collection

Academia Barilla

By: David E. Bell and Mary L. Shelman
  • Format:Print
  • | Pages:31
ShareBar

Abstract

Barilla, the world's largest pasta company, has introduced a new high-quality, high-priced product line that features a range of authentic Italian food products sourced from artisan producers. Management believes the line will appeal to consumers seeking healthier foods and convenience, and will help extend Barilla's brand identification beyond pasta. However, the new line is a bold departure from Barilla's core competencies of high-volume production and sales of fast moving, low-priced goods. Provides an opportunity to discuss trends in consumer eating habits, supply chains for locally-produced goods, and changes in retail formats. In addition, provides an opportunity to discuss the difference in investment philosophy between a family-owned company and a publicly-traded company.

Keywords

Supply Chain; Plant-Based Agribusiness; Brands and Branding; Decision Choices and Conditions; Family Ownership; Nutrition; Product Development; Investment; Food and Beverage Industry; Italy

Citation

Bell, David E., and Mary L. Shelman. "Academia Barilla." Harvard Business School Case 507-001, October 2006. (Revised May 2007.)
  • Educators
  • Purchase

About The Author

David E. Bell

Marketing
→More Publications

Related Work

    • August 2007
    • Faculty Research

    Academia Barilla (TN)

    By: David E. Bell and Mary L. Shelman
    • August 2007
    • Faculty Research

    Academia Barilla Video

    By: David E. Bell
Related Work
  • Academia Barilla (TN) By: David E. Bell and Mary L. Shelman
  • Academia Barilla Video By: David E. Bell
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.