This case discusses the evolution of Serigraph, an Italian serigraphy company, from its creation in 1962 to the early 1990s. Thanks to the work Fabricio Perotti, the president of the company, and his focus on innovation and internationalization, the company was able to adapt to market and industry trends. Perotti was an economist who came from a different industry—radio and television—and was therefore able to provide a fresh perspective in such a traditional industry.

Serigraph was the most profitable company in the sector in Italy, but its long-term future was being threatened by the incorporation of foreign companies into the Italian market and by technological developments. Perotti had to make an educated decision.