A master of business valuation, a pioneer of strategic marketing, and a reference point for generations of scholars and professionals: Luigi Guatri left a profound mark on Italian economic and business thought, anticipating concepts and approaches that would shape business management for decades. His holistic vision of marketing and corporate strategy, combined with unparalleled methodological rigor, continues to inspire academics, managers, and students alike, keeping his legacy more alive than ever. A tribute by Salvatore Vicari.