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

In: Intrinsic CSR and Competition

Author

Listed:
  • Mara Del Baldo

    (University of Urbino Carlo Bo)

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”.

Suggested Citation

  • Mara Del Baldo, 2020. "Company Case Study 8: Cucinelli—A Humanistic Enterprise for a Sustainable Growth and a Sustainable World," Springer Books, in: Walter Wehrmeyer & Stéphanie Looser & Mara Del Baldo (ed.), Intrinsic CSR and Competition, chapter 0, pages 241-259, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-21037-3_15
    DOI: 10.1007/978-3-030-21037-3_15
    as

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