Selling the brand story: social and business innovation in a one-for-one® business model

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

Abstract

This chapter introduces a history and current review of differing models of corporate social responsibility. It introduces the reader to models of social entrepreneurship and discusses the challenges for businesses that aim to operate in a socially responsible way. The chapter includes an extended case study on the TOMS brand.
Original languageEnglish
Title of host publicationMulti-channel Marketing, Branding and Retail Design: New Challenges and Opportunities
EditorsCharles McIntyre, T. C. Melawar, Charles Dennis
PublisherEmerald Publishing Limited
Pages73-98
Edition1
ISBN (Electronic)9781786354556
ISBN (Print)9781786354563
DOIs
Publication statusPublished - Oct 2016

Fingerprint

Business model
Business innovation
Social innovation
Corporate Social Responsibility
Social entrepreneurship

Keywords

  • fashion marketing
  • branding
  • social media marketing
  • TOMS

Cite this

Radclyffe-Thomas, N., & Roncha, A. (2016). Selling the brand story: social and business innovation in a one-for-one® business model. In C. McIntyre, T. C. Melawar, & C. Dennis (Eds.), Multi-channel Marketing, Branding and Retail Design: New Challenges and Opportunities (1 ed., pp. 73-98). Emerald Publishing Limited. https://doi.org/10.1108/978-1-78635-456-320161006
Radclyffe-Thomas, Natascha ; Roncha, Ana. / Selling the brand story: social and business innovation in a one-for-one® business model. Multi-channel Marketing, Branding and Retail Design: New Challenges and Opportunities. editor / Charles McIntyre ; T. C. Melawar ; Charles Dennis. 1. ed. Emerald Publishing Limited, 2016. pp. 73-98
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Radclyffe-Thomas, N & Roncha, A 2016, Selling the brand story: social and business innovation in a one-for-one® business model. in C McIntyre, TC Melawar & C Dennis (eds), Multi-channel Marketing, Branding and Retail Design: New Challenges and Opportunities. 1 edn, Emerald Publishing Limited, pp. 73-98. https://doi.org/10.1108/978-1-78635-456-320161006

Selling the brand story: social and business innovation in a one-for-one® business model. / Radclyffe-Thomas, Natascha; Roncha, Ana.

Multi-channel Marketing, Branding and Retail Design: New Challenges and Opportunities. ed. / Charles McIntyre; T. C. Melawar; Charles Dennis. 1. ed. Emerald Publishing Limited, 2016. p. 73-98.

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

TY - CHAP

T1 - Selling the brand story: social and business innovation in a one-for-one® business model

AU - Radclyffe-Thomas, Natascha

AU - Roncha, Ana

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AB - This chapter introduces a history and current review of differing models of corporate social responsibility. It introduces the reader to models of social entrepreneurship and discusses the challenges for businesses that aim to operate in a socially responsible way. The chapter includes an extended case study on the TOMS brand.

KW - fashion marketing

KW - branding

KW - social media marketing

KW - TOMS

U2 - 10.1108/978-1-78635-456-320161006

DO - 10.1108/978-1-78635-456-320161006

M3 - Chapter (peer-reviewed)

SN - 9781786354563

SP - 73

EP - 98

BT - Multi-channel Marketing, Branding and Retail Design: New Challenges and Opportunities

A2 - McIntyre, Charles

A2 - Melawar, T. C.

A2 - Dennis, Charles

PB - Emerald Publishing Limited

ER -

Radclyffe-Thomas N, Roncha A. Selling the brand story: social and business innovation in a one-for-one® business model. In McIntyre C, Melawar TC, Dennis C, editors, Multi-channel Marketing, Branding and Retail Design: New Challenges and Opportunities. 1 ed. Emerald Publishing Limited. 2016. p. 73-98 https://doi.org/10.1108/978-1-78635-456-320161006