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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Shared Value in Practice: TOMS Business Model
Author(s)
Katarzyna Bachnik, Justyna Szumniak-Samolej
Full-Text PDF
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DOI:10.17265/1537-1506/2013.09.005
Affiliation(s)
Katarzyna Bachnik, Ph.D., Assistant Professor, Department of Corporate Management, Warsaw School of Economics.
Justyna Szumniak-Samolej, Ph.D., Assistant Professor, Department of Management Theory, Warsaw School of Economics.
ABSTRACT
The article deals with the idea of building a company around the corporate social responsibility (CSR) principles and designing a business model that is simultaneously economically viable, lucrative, and of social benefits. TOMS is analyzed as an example of a company that took this approach and succeeded. The main research questions try to examine the basic assumptions of TOMS business model in light of shared value concept and uncover the reasons of company’s success. The authors claim that two factors played there a crucial role. Firstly the leader whose passion was so contagious that he/she managed to build the team and set up a company based on his/her ideas. Secondly TOMS business model concept (One for One) is convincing for customers who eagerly join the movement. This business case illustrates how a company that is based on social values can grow.
KEYWORDS
corporate social responsibility (CSR), business model, TOMS, shared value, leadership
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References
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