The family firms of the Oltrepo Pavese between the past and the future; the preservation of culture, traditions and territory and the development of dynamic market strategies and the originality of innovation in the tradition.

Family and non-family firms are increasingly showing their distinctive characteristics in their daily operations, including their marketing-related resources, decisions and actions pertaining to innovation. The current Thesis has the aim to explore the several drivers of innovativeness – radical innovativeness, in particular- of both FF and NFF, and how those elements are combined to produce different results for these 2 types of firms. Investments in R&D, Risk-aversion, firm flexibility and many other factors will be deeply analysed, taking into consideration previous scientific articles that already have addressed this topic. The objective of this thesis will be to present the results of a systematic literature review concerning empirical research about innovation in Family Business: the hypothesis will be then validated or not with a market research made in the wine markets of the Oltrepò Pavese, small wine region in Lombardia.