The lecture is a joint event organized by the Italian Cultural Institute in Sofia, and is part of the MA programme "Anthropology Studies of the Mediterranean and Balkan Countries: Italy - Bulgaria" of the Faculty of Classical and Modern Philology, as announced by Anna Amendolagine, Director of the Italian Cultural Institute in Sofia, who opened the lecture.

Prof. Davidkov, Faculty of Economics and Business Administration of Sofia University, continued by presenting the topic and the lecturer.

Prof. Verona presented the lecture as a seminar, giving the audience the opportunity to ask questions in Bulgarian, English and Italian at any time. He described the advantages of innovation and the inertia which prevents business from growing. He explained what is innovation, why it is important and why the leaders avoid it.