A Journey Through Italy: Lessons and Landscapes

From March 28 to April 5, I traveled to Rome and Naples, Italy, as a Matthew Unger Fellow* in a trek to Italy organized by the Smith Family Business Initiative at the Cornell SC Johnson College of Business. This weeklong trek, open to graduate students from across campus, was designed to deepen our understanding of family businesses by exploring Italy’s rich landscape of family-owned enterprises, as well as its history and culture. Through company visits, students gain behind-the-scenes access to business operations and engage with family members to learn about the values and beliefs that shape and sustain these companies. It was my first time ever setting foot in Italy.

Rome: A lesson in entrepreneurship and integration

The trek kicked off with dinner at Da Romolo alla Mole Adriana, a traditional Italian restaurant near the Vatican. We spent two days in Rome, which was alive with visitors and activity as it celebrated the Jubilee—a holy year that draws Catholic pilgrims from around the world. We visited renowned establishments such as Hassler Roma and Rome Luxury Suites. At Rome Luxury Suites, we explored the nuanced distinction between quality and luxury. We learned that quality is about offering a product or service that is worth its price, while luxury can sometimes mean an expensively priced item or service that may not always justify its cost.

At Hassler Roma, we perused the hotel’s long history of celebrity guests, from Audrey Hepburn to Tom Cruise. The staff shared the hotel’s legacy, shaped by three families over generations, which eventually led to the current ownership by twins Roberto Wirth Jr. and Veruschka Wirth. The staff also spoke about the sudden passing of Roberto E. Wirth ’75, the Wirths’ father, in 2022 and how the twins stepped into leadership. It sparked an insightful discussion on the importance of transition planning, shadowing one’s predecessor, and being prepared to lead during times of uncertainty.

A highlight of our stay in Rome was meeting Jonathan Spada ’10, founder of Jonny, a boutique operational consulting and branding firm in hospitality. Spada shared his inspiring story of betting on himself, embracing the Italian lifestyle, and learning that in Italy, business is as much about loyalty and relationships as it is about strategy.

Later, I sat down with him and two other students at a café, where we dove deeper into conversations about life abroad and his love for all things coffee. It quickly became one of my favorite moments of the trip—proof that sometimes the best lessons are learned over an iced coffee.

Another session featured Alessandro Scortecci, a venture capitalist at CDP Venture Capital. Unlike in the U.S., venture capital in Italy is still a small, niche field, facing challenges like risk-averse culture and regulatory hurdles. Hearing about Scortecci’s mission to build and strengthen this ecosystem was a fascinating peek into the entrepreneurial spirit across the country.

Naples: Family, tradition, and innovation

After a three-hour bus ride—where watching the Italian countryside unfold like a living postcard made every minute fly by—we rolled into Naples. Here, tradition and innovation danced hand in hand.

We visited E. Marinella, the historic Neapolitan tailor renowned for its handcrafted ties and luxury menswear; Feudi di San Gregorio, a winery in southern Italy celebrated for revitalizing traditional Irpinian grape varieties; and Tenuta Vannulo, an organic buffalo farm and dairy known for its sustainable, artisanal methods of producing buffalo milk mozzarella. Each business offered its own perspective on balancing tradition with modern innovation. Themes of quality versus luxury and heritage versus evolution echoed through every conversation.

One memorable visit was to Rummo Pasta, where we saw the pride and craftsmanship that transformed Rummo from a white-label pasta producer into a beloved national brand.

Between business visits, we made time to embrace Naples’ rich culture. Climbing up to Castel Sant’Elmo rewarded us with sunset views that felt straight out of a movie, and a day trip to Pompeii brought history to life as we wandered through remarkably preserved streets, homes, and amphitheaters.

Food, friends, and firsts

From savoring a coffee gelato in Naples’ luxury district to strolling its streets in search of cannoli, the food in Italy elevated the experience.

The culinary highlight for many of us was visiting celebrity pizza chef Franco Pepe’s renowned restaurant, Pepe in Grani. Each pizza was a masterpiece—a perfect balance of crispy, chewy crust, fresh tomatoes, and locally sourced ingredients.

Throughout the journey, I made connections with students from Cornell’s Executive MBA program and Cornell Tech. I also made a new friend from my own program, the Two-Year MBA. These shared moments of discovery and laughter built bonds I know will last far beyond this trip.

Gratitude for an unforgettable experience

This experience made me reflect on my own family business and how legacy is not just something to preserve, but something that evolves—with each generation adding its own chapter to the story. I realized that succession isn’t just about handing over responsibilities; it’s about passing on values, vision, and resilience. It underscored the importance of intentional planning, open communication, and preparing the next generation not just to sustain the legacy, but to lead it forward in a way that’s authentic to them. I also learned to be smart but fearless. Being part of a family business requires sacrifice, faith, and a willingness to take bold steps—even when the path ahead isn’t fully clear.

Daniel Van Der Vliet, the John and Dyan Smith Executive Director of Family Business, brought enthusiasm, curiosity, and thoughtfulness to every experience. The meticulous planning of Susan Hu, assistant director of the Smith Family Business Initiative, made everything run like a stylish Italian clock.

This trip wasn’t just about seeing Italy; it was about its people, its businesses, and its traditions. I came home with new friends, new insights, and memories I’ll carry with me for a lifetime—along with a dangerously high standard for coffee and pizza.

*The Matthew Unger Fellowship for Experiential Learning provides financial support of up to $5,000 for two students each year to participate in the trek to Italy to study family business. Established by Matthew Unger MBA ’23, this fellowship is open to all graduate students at Cornell University, and its objective is to ensure equal access to this transformative experiential learning opportunity.