Toward Communication 4.0

Abstract

Sandro Boscaini has been the president and managing director of Masi Agricola since 1978, and runs the company together with his daughter, Alessandra, and his son, Raffaele. The company remains strictly family-owned, but its management style is highly professional and open to international influences. Masi’s company history is the history of Boscaini’s family for seven generations. The name of the company derives from “Vaio dei Masi,” a small valley in Valpolicella acquired by this family at the end of the eighteenth century. Now Masi, according to its website “has lands in the best terroir sites of the Venetian regions with vineyards and historic estates.” In 1973, the company started a joint venture with the Conti Serego Alighieri family (descendants of the poet Dante) on their estates in Valpolicella (near Verona). More recently, the Conti Bossi Fedrigotti family (wine producers in Trentino-Alto Adige) started to collaborate with Masi. Both agreements are part of a project aiming to rediscover the farming and wine-making traditions of the nobility from the Venetian area. Masi’s president believes in the “Veneto” (a region in the Venetian area) way of wine making that could be exported abroad, where there are good conditions for viticulture. So he launched a company in Argentina to produce a special wine brand with Argentinian wines made in the Veneto style.