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

Natascha Radclyffe-Thomas; Ana Roncha

doi:10.1108/978-1-78635-456-320161006

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

Natascha Radclyffe-Thomas, Ana Roncha

GCU London

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

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 language	English
Title of host publication	Multi-channel Marketing, Branding and Retail Design: New Challenges and Opportunities
Editors	Charles McIntyre, T. C. Melawar, Charles Dennis
Publisher	Emerald Publishing Limited
Pages	73-98
Edition	1
ISBN (Electronic)	9781786354556
ISBN (Print)	9781786354563
DOIs	https://doi.org/10.1108/978-1-78635-456-320161006
Publication status	Published - Oct 2016

Keywords

fashion marketing
branding
social media marketing
TOMS

Documents and Links

10.1108/978-1-78635-456-320161006

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Cite this

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title = "Selling the brand story: social and business innovation in a one-for-one{\textregistered} business model",

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.",

keywords = "fashion marketing, branding, social media marketing, TOMS",

author = "Natascha Radclyffe-Thomas and Ana Roncha",

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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 proceeding › Chapter (peer-reviewed) › peer-review

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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

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

M3 - Chapter (peer-reviewed)

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

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A2 - Melawar, T. C.

A2 - Dennis, Charles

PB - Emerald Publishing Limited

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