This case study is not a political or non-political commentary on Berlusconi’s life. This case study neither is a political material nor is it being written to ask voters to favor him.

So, what this case study is all about. There are many shades in Berlusconi’s life and his love for life. This case study tries to explore the facts and information which are available from many sources. I am going to keep this case study as lively as possible without sounding academic or just read-aloud type. So let’s begin!

As one hears the name Berlusconi for the first time, he thinks that he is hearing a name of someone from history who has invented the scientific material in the past. The other ways, also, his name for the people who hear it first time, offers some weight of the name and the man with this name is particularly very popular among his fans and critics. One person in my office asked a question “Why Berlusconi gets elected every time and remains in the office?” at the time when Berlusconi was in news due to some controversies. The question is straight but the answers are not that simple.

Berlusconi was born on 29 September 1936 and is the eldest son in the family. He has two other siblings. Being born in Italy and its city Milan offers ambitious outlook towards rest of his life. Italian culture and its education system made him what he is today. He has educational background of law and business. Berlusconi began his career in business in 1960 and had tasted the success in his initial ventures into construction industry. Since then, there is no looking back for him. He marched ahead with his ambitions.

In present times, he owns Italian football club A.C. Milan, TV Channels, Magazines, News Papers and others. Top of that, he is the longest serving Prime Minister of Italy. He is completing his third term in the office and now facing the election. The recent news articles point that he may come back.

Having successful football team, being 3rd richest person in Italy and being Premier of Italy, Where does he go from here?

His age is 73. He looks perfect in health and he may have one more term at max before retiring from the politics. A man like him has to manage his business and his political career well without mixing the two together. Two sometimes can not be separated many times and that’s what media noise is. Even his opponents could not criticize his abilities to run business and country.

Let’s separate the noise from the facts, His political career of 3 terms and a very successful party which he founded, point to an important fact that he is an elected leader. He is not a dictator. Italian people chose him to lead the country three times. Has he failed the Italians? No, he has not failed as prime minister of the country. Did he fail as businessman? No, He did not. He is one of the most powerful people in Italy and has the status of celebrity in media circles. A man like him either can be hated or loved, can not be ignored. Berlusconi understands well the properties of the noise media creates and properties of his political career.

Berlusconi said “I will have two memories from these days: the hatred of few and the love of many, so many Italians. Neither the violence of stones nor the worse violence of word, will prevail”

Italian or European politics does not have the political agendas as you would find in third-world countries. More over political battles are ideological there in Italy. General public is wealthy and has better schools and other basic to advanced amenities. Berlusconi is popular among the voters and recent trend points that his coalition may again come back to the power.

Berlusconi has been subjected to attacks which were very personal and targeted his integrity. Berlusconi may be involved in some controversies and media hyping everything that sells its news, does not affect the mood of the voters.

How may his next years look?

At the age of 73, he may remain in healthy condition for next 5-6 years. He will become 80 years after that and it becomes difficult for someone of that age to manage everything by himself. He must be looking for the person whom he can pass the legacy of his business and political career. His party may already be having someone taking shape of future leader who will replace Berlusconi one day. He would need to find someone who can carry the business and the political party after him. He may choose one of his children or someone from his circle of the confidants.

Berlusconi speaks his mind and is absolutely clear about what he says. He has no hesitation to own the mistake and accomplishments in the same way. The leader has to be brave and of course Berlusconi shows the traits and qualities of the finest businessman and mature political leader.

I end this here with the words, the leaders have always been subjected to trial by media and he is not immune to media attacks which lead to his private life being inspected and torn by media in open.
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If anyone from Berlusconi’s office read this case study and wants to change few things in this case study, the request is welcome and the changes will be made. You may leave the request with your email id and message to me in the comments section. I will get back to you. — Swati.