Maria Rosaria Napolitano, Floriana Fusco

The shared value creation in the humanistic firm of Brunello Cucinelli

  • Abstract

Informations and abstract

Keywords: Corporate Social Responsibility; Shared Value; Humanistic Management; Humanistic Firm.

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.

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