The shared value creation in the humanistic firm of Brunello Cucinelli

Maria Rosaria Napolitano and Floriana Fusco

Micro & Macro Marketing, 2019, issue 2, 335-360

Abstract: In recent decades corporate social responsibility attracted significant attention in the realm of management studies and was investigated as a strategic lever able to foster firms' competitiveness while creating a shared value for all relevant stakeholders. The present study proposes an in-depth analysis of Brunello Cucinelli, that perfectly embodies the concept of a socially responsible firm and also represents a story of success and pride of Made in Italy in the world. Therefore, this case study is used to explore the topic of corporate social responsibility as a strategic orientation able to influence corporate identity and culture but also to give products a unique and distinctive positioning.

Keywords: Corporate Social Responsibility; Shared Value; Humanistic Management; Humanistic Firm. (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/93968 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/93968 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/93968:y:2019:i:2:p:335-360

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().