From Olive Oil to Wellness: the business model innovation of Pietro Coricelli

This thesis explores the potential business model innovation of Pietro Coricelli through product diversification into the wellness sector, specifically focusing on dietary supplements. The research explores how this strategic move could leverage synergies with the company’s existing focus on natural and health-conscious products while addressing the challenges of entering a new market. However, this transition requires significant adaptation of the business model due to differences between the two markets. The goal is to understand how the key business functions should evolve to support a successful transition, ensuring the company maintains competitiveness and integrity.