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”.
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Notes
- 1.
See: Company case 4, BoxMarche.
- 2.
Brunello Cucinelli website.
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Del Baldo, M. (2020). Company Case Study 8: Cucinelli—A Humanistic Enterprise for a Sustainable Growth and a Sustainable World. In: Wehrmeyer, W., Looser, S., Del Baldo, M. (eds) Intrinsic CSR and Competition. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-21037-3_15
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