Innovation and digitalization: what challenges and opportunities for family business?

Technological innovation and digital transformation are recognised as a priority because they enable faster, more flexible and efficient processes. This phenomenon is also leading family businesses undergoing radical transformation, despite the fact that they have always been considered backward and conservative. Through case study methodology, the paper aims to highlight the possibility of embarking on a path of opening up family businesses to new technologies and the introduction of digital solutions, while maintaining their traditional focus on long-term planning and without neglecting family history, culture and traditions. The implication of this work is to show the importance of current and future generations becoming aware of the need to identify new technological tools and innovative solutions to improve their competitiveness in an era of great turbulence, while continuing to leverage their entrepreneurial identity and, at the same time, preserving and protecting family cohesion over time.