About Ulrich Ladurner

He single-handedly created the new food product category "gluten-free", and helped millions of gluten allergy sufferers regain their health and the ability to lead a normal, enjoyable lifestyle. During the process, his fledgling cereal processing company Dr. Schär became the world market leader in glutenfree products, making him a multi-millionaire and one of the wealthiest entrepreneurs in his native South Tyrol, Italy.

His name is Ulrich Ladurner, from Meran/Italy.

Having trained as a druggist and with no formal business education, he nevertheless employed a wide variety of modern business strategy concepts to grow his company to sales in excess of Euro 400 Mio. in 2020.

This case study exemplifies these state-of-the-art concepts, many of which the business world owes to Professor Michael Porter of the Harvard Business School.