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

Keywords

  • fashion marketing
  • branding
  • social media marketing
  • TOMS

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  • 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