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 humanistic and 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 humanistic social responsibility as a strategic orientation able to influence corporate identity and culture but also to give products a unique and distinctive positioning.

Brunello Cucinelli : la creazione di valore condiviso nell’impresa umanistica / M.R. Napolitano, F. Fusco. - In: MICRO & MACRO MARKETING. - ISSN 1121-4228. - 28:2(2019), pp. 335-360. [10.1431/93968]

Brunello Cucinelli : la creazione di valore condiviso nell’impresa umanistica

Fusco Floriana
2019

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 humanistic and 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 humanistic social responsibility as a strategic orientation able to influence corporate identity and culture but also to give products a unique and distinctive positioning.
corporate social responsibility, shared value; humanistic management; humanistic firm
Settore SECS-P/07 - Economia Aziendale
Settore SECS-P/08 - Economia e Gestione delle Imprese
MICRO & MACRO MARKETING
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/2434/676914
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