Company Case Study 8: Cucinelli—A Humanistic Enterprise for a Sustainable Growth and a Sustainable World

Mara Del Baldo

Chapter Chapter 15 in Intrinsic CSR and Competition, 2020, pp 241-259 from Springer

Abstract: Abstract This section presents a case-study relative to an Italian large Group, Brunello Cucinelli, that is of particular interest for its business model and the path of growth, characterized by a coherent and authentic CSR orientation. Sustainability of growth and healthy profitability are distinctive features of the Cucinelli Group. In pursuing the “humanistic enterprise” people work to achieve a shared objective adhering to a system of “soft” intangible values that represent the living core of the entire Group. The study employs a qualitative research approach. Firstly, it provides a brief description of the company; secondly, attention addresses the humanistic enterprise model and the leadership style. Finally, conclusions summarize the most relevant insights emerged from the case that represents an example of a sustainable growth and “a gentle capitalism”.

Keywords: Business model; Cucinelli; Humanistic enterprise; Modern capitalism; Sustainable growth (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-21037-3_15

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DOI: 10.1007/978-3-030-21037-3_15

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