The creative compass of Ferrero (A presentation by Luca Cottini, PhD)

* Finding the recipe. How Pietro Ferrero arrived to the hazelnut and cocoa paste
* The early years. The marriage of Piera and Pietro, the birth of Michele, three entrepreneurial failures, and the return to Alba
* The Langhe and Italy’s civil war. From WWII to reconstruction (1943-1945)
* The post-war birth of the Giandujot (the forerunner of Nutella) and the foundation of the Ferrero chocolate company
* A new model of social reconstruction. To work, create, and give (from the early days to the Ferrero foundation)
* Piera’s presidency and Piera’s legacy. A remarkable story of female entrepreneurship

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