Abstract
Starting from firms’ increasing difficulties in creating new value for customers and consequently to achieve a competitive advantage, this chapter proposes an alternative strategic approach based on the notion of tradition. Specifically, tradition is defined as the whole set of competences, knowledge, values, and culture that characterizes a specific firm, territory, and/or age. Analyzing examples of companies that based their competitive advantage on the leveraging of traditions, the chapter clearly shows how tradition may be effectively employed to face competition, allowing companies both to create and to appropriate value.
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