{"id":110053,"date":"2026-10-16T12:08:06","date_gmt":"2026-10-16T11:08:06","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=110053"},"modified":"2026-10-16T12:08:06","modified_gmt":"2026-10-16T11:08:06","slug":"choice-and-commitment-to-doing-business","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/","title":{"rendered":"Choice and commitment to doing business"},"content":{"rendered":"

A story of life’s journey, from humanitarian work to professional endeavours<\/em><\/p>

You find yourself with a business ‘on your hands’ and choose to commit to the family business. And you choose and commit to doing it well, because, as has been said many times but never often enough, entrepreneurship must be built, learnt and put to the test, even when you\u2019re not on your own \u2013 and especially then. In a newly published book that lies somewhere between a memoir and a business narrative, Camilla Lunelli \u2013 vice-president of Ferrari Trento and head of communications for the Lunelli Group \u2013 recounts her choices and her commitment. The book tells the story of her working life, which is certainly not over, and her ongoing vocation, albeit in different forms.<\/p>\n

\u2018Un\u2019arte di famiglia\u2019 (A family art) seeks to answer one question: what does it really mean to take on a legacy and transform it into a vision for the future? This question applies not only to business organisations, but to just about everything. Yet it certainly takes on particular significance in the business world, where not only the fate of the business owners is at stake, but also that of their employees.<\/p>\n

And there can be many answers to this question, as there are human experiences seeking to answer it. Camilla Lunelli\u2019s story, told in an enjoyable read of just over 250 pages, begins with the clear statement, \u2018I didn\u2019t think I\u2019d join the family business\u2019, followed by the clarification, \u2018I was certain I didn\u2019t want to do it straight after graduating. I wanted to put myself to the test, dive into the world of work and see if I could make it on my own.’ The reader learns about the challenges she faced step by step. Before joining the family business, Camilla Lunelli chose to put herself to the test far from home and under her own steam, setting off on humanitarian missions for the United Nations and an NGO as a young woman. Her first professional steps were therefore not in Trentino, but in Milan and then in Niger and Uganda, which were worlds apart from her own and shaped her outlook on life.<\/p>\n

Of course, one\u2019s roots also matter, the world and place from which one sets out. But it was only after a long personal and professional journey that Camilla decided to return to Italy and begin working in the family business: the Lunelli Group, which brings together various high-end beverage brands, including Ferrari Trento.<\/p>\n

This book recounts the personal journey of going and returning, as well as the development of a world-renowned company. It also covers the uncertainties and personal experiences of individuals who choose to challenge themselves, whether in a company or an NGO. It is important to emphasise that this account is not a memoir, but rather a precise and detailed chronicle of a personal experience and a business venture that becomes increasingly complex and global in scope. Camilla Lunelli’s book is a must-read to understand what may lie behind the success of a company.<\/p>

Un\u2019arte di famiglia<\/strong>
\nCamilla Lunelli
\nSperling & Kupfer, 2026<\/p>\n","protected":false},"excerpt":{"rendered":"

A story of life’s journey, from humanitarian work to professional endeavoursYou find yourself with a business ‘on your hands’ and choose to commit to the family business. And you choose and commit to doing it well, because, as has been said many times but never often enough, entrepreneurship must be built, learnt and put to […]<\/p>\n","protected":false},"author":1,"featured_media":110044,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67,56],"tags":[],"class_list":["post-110053","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-book-reviews","category-corporate-culture"],"acf":[],"yoast_head":"\nChoice and commitment to doing business - Fondazione Pirelli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Choice and commitment to doing business - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"A story of life’s journey, from humanitarian work to professional endeavoursYou find yourself with a business ‘on your hands’ and choose to commit to the family business. And you choose and commit to doing it well, because, as has been said many times but never often enough, entrepreneurship must be built, learnt and put to […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-16T11:08:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2026\/10\/13090455\/6100KWzRjYL._SY522_.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"373\" \/>\n\t<meta property=\"og:image:height\" content=\"522\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"fondadmin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"fondadmin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/\",\"name\":\"Choice and commitment to doing business - Fondazione Pirelli\",\"isPartOf\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2026\/10\/13090455\/6100KWzRjYL._SY522_.jpg\",\"datePublished\":\"2026-10-16T11:08:06+00:00\",\"author\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#primaryimage\",\"url\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2026\/10\/13090455\/6100KWzRjYL._SY522_.jpg\",\"contentUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2026\/10\/13090455\/6100KWzRjYL._SY522_.jpg\",\"width\":373,\"height\":522},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.fondazionepirelli.org\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Choice and commitment to doing business\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/#website\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/\",\"name\":\"Fondazione Pirelli\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.fondazionepirelli.org\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25\",\"name\":\"fondadmin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g\",\"caption\":\"fondadmin\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Choice and commitment to doing business - Fondazione Pirelli","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/","og_locale":"en_US","og_type":"article","og_title":"Choice and commitment to doing business - Fondazione Pirelli","og_description":"A story of life’s journey, from humanitarian work to professional endeavoursYou find yourself with a business ‘on your hands’ and choose to commit to the family business. And you choose and commit to doing it well, because, as has been said many times but never often enough, entrepreneurship must be built, learnt and put to […]","og_url":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/","og_site_name":"Fondazione Pirelli","article_published_time":"2026-10-16T11:08:06+00:00","og_image":[{"width":373,"height":522,"url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2026\/10\/13090455\/6100KWzRjYL._SY522_.jpg","type":"image\/jpeg"}],"author":"fondadmin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"fondadmin","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/","url":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/","name":"Choice and commitment to doing business - Fondazione Pirelli","isPartOf":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#primaryimage"},"image":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#primaryimage"},"thumbnailUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2026\/10\/13090455\/6100KWzRjYL._SY522_.jpg","datePublished":"2026-10-16T11:08:06+00:00","author":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25"},"breadcrumb":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#primaryimage","url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2026\/10\/13090455\/6100KWzRjYL._SY522_.jpg","contentUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2026\/10\/13090455\/6100KWzRjYL._SY522_.jpg","width":373,"height":522},{"@type":"BreadcrumbList","@id":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/book-reviews\/choice-and-commitment-to-doing-business\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.fondazionepirelli.org\/en\/"},{"@type":"ListItem","position":2,"name":"Choice and commitment to doing business"}]},{"@type":"WebSite","@id":"https:\/\/www.fondazionepirelli.org\/en\/#website","url":"https:\/\/www.fondazionepirelli.org\/en\/","name":"Fondazione Pirelli","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.fondazionepirelli.org\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.fondazionepirelli.org\/en\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25","name":"fondadmin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.fondazionepirelli.org\/en\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g","caption":"fondadmin"}}]}},"_links":{"self":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/110053\/"}],"collection":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/"}],"about":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/types\/post\/"}],"author":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/users\/1\/"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/comments\/?post=110053"}],"version-history":[{"count":1,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/110053\/revisions\/"}],"predecessor-version":[{"id":110054,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/110053\/revisions\/110054\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/110044\/"}],"wp:attachment":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/?parent=110053"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/categories\/?post=110053"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/tags\/?post=110053"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}