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 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.