Mother yeast as a successfully entrepreneurial innovation: the case history of Porta1918

The purpose of this contribution is to highlight how heritage represents, in some cases, the main company innovation on which to build its competitive success. To do this goal a case study was chosen for a small company that makes baked goods in a small town in Sardinia, from which it emerges that the "roots" were the main innovation to face the current challenges, but accompanied by the "wings as "knowledge, technology, openness to relationships with other actors in the context. The approach followed is of a qualitative narrative type and the case history is constructed through a mix of sources.