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After over four centuries in business, the Beretta family''s gun making enterprise stands at an important threshold. The family and its hometown have provided the cultural and philosophical underpinnings that have seen the company through good times and bad. Now, the firm must address a more insidious challenge. How to continue to grow and adapt to new markets and competitive situations while retaining the core that brought the company to where it is today. The role of corporate culture is juxtaposed with stability in the face of change, dedication to craftsmanship and the latest technology, close-knit family bonds and an ardour for individualism. The exercise of seemingly contradictory business concepts and approaches is examined. There is an abridged version of this case available ''IMD-3-1509''.