ABSTRACT
The term ‘mogul’ is not so familiar to Italians as the more common ‘tycoon’. Leading home-grown representatives of industrial and financial mogulry are known as ‘magnate’, ‘king’, ‘baron’, ‘steammaster’ and the like. The reference is often personalized, in the form of nicknames that draw on individual or corporate idiosyncrasies. Thus, Giovanni Agnelli is ‘The Lawyer’, Carlo De Benedetti ‘The Engineer’, Raul Gardini ‘The Farmer’. Or again, expressions like ‘financial raider’, ‘construction king’, ‘finance magician’, ‘knight’, ‘boyard’, ‘Number One’ and similar epithets are applied to Italian moguls and tycoons.
