Autori
Napolitano, Maria Rosaria
Fusco, Floriana

Titolo
Brunello Cucinelli: la creazione di valore condiviso nell'impresa umanistica
Periodico
Micro & macro marketing
Anno: 2019 - Volume: 83 - Fascicolo: 2 - Pagina iniziale: 335 - Pagina finale: 360

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.



SICI: 1121-4228(2019)83:2<335:BCLCDV>2.0.ZU;2-1
Testo completo: https://www.rivisteweb.it/download/article/10.1431/93968
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/93968

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