Based on the institutional theory, this study allows to understand the logical order of the steps that the analyzed company has done, for implementing internal developments and improvements with reference to ESG dimension. This research focuses on the case study of a company, operating in a sensitive industry as the bitumen one, that has started in 2018 a managerialization process and that has been awarded four consecutive years as Best Managed Company by Deloitte Private. The study is relevant since it addresses a family business, which represents a widely diffused ownership structure, and allows to understand the degree of importance of the different forms of institutional pressure and the role of external communication as a driving factor for the implementation of ESG practices.