Tod’s Group between the Cultural Identity of Bel Paese and International Success

Maria Rosaria Napolitano, Riccardo Resciniti and Floriana Fusco

Micro & Macro Marketing, 2020, issue 1, 193-216

Abstract: This study focuses on the Tod’s Group as an excellent example of the symbiosis between a firm and its local context that leads to an exchange of mutual social and economic value. Specifically, on the one hand, the cultural heritage of the industrial district of origin, such as the «knowhow » of the manufacturing tradition, is proposed as the main source of the competitive strategy of this Group; on the other hand, the strong social and community commitment, cultural sensitivity and the passionate civil responsibility of the Group is analysed in depth as a strategy aimed at meeting the needs of an increasingly wider audience of stakeholders.

Keywords: Cultural identity; sustainability; shared value; industrial districts; made in Italy. (search for similar items in EconPapers)
Date: 2020
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