Utility Ethics Twillory is a menswear manufacturer that was founded in 1892. Despite such a long period of existence, a well-established brand image, and the net of loyal customers, the company remains small. Twillory’s estimated revenue is $5.4 million, while the current number of employees is forty-four (Twillory, 2017). The majority of its production is custom, which is why Twillory clothing can rarely be found in shopping malls. Its main marketing strategy is based on customer centricity as the company follows the demands of their target clientele rather than the overall market trends. Twillory’s management places a great emphasis on innovation as it constantly invests in technological research in order to discover more convenient, productive,
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As they contribute to charity and prioritize the safety of their customers over profit, they rely on the social aspect of CSR. This enables them to maintain their strong brand image, have a considerable competitive advantage among the bigger and more popular clothing manufacturers, and retain the wide net of loyal customers.
References
Arslan, M., & Zaman, R. (2014). Impact of Corporate Social Responsibility on Brand Image: A Study on Telecom Brands. Journal Of Developing Country Studies, 4, 84-89.
Du, S., Bhattacharya, C., & Sen, S. (2011). Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier. Management Science, 57(9), 1528-1545. http://dx.doi.org/10.1287/mnsc.1110.1403
Fallon, N. (2015). 20 great examples of socially responsible businesses. Business News Daily (July 1). Retrieved April 17, 2017 from http://www.businessnewsdaily.com/5499-examples-socially-responsible-businesses.html
Mullen, T. (2017). 5 Inspiring stories of Businesses. Initiative Group. Retrieved 29 August 2017, from http://www.intuitivegrp.co/the-human-side-of-business-5-stories-that-inspire-us/
Our Story. (2017). Twillory. Retrieved 29 August 2017, from http://www.twillory.com/our-story/
Safe Cotton. (2017). Twillory. Retrieved 29 August 2017, from
As they contribute to charity and prioritize the safety of their customers over profit, they rely on the social aspect of CSR. This enables them to maintain their strong brand image, have a considerable competitive advantage among the bigger and more popular clothing manufacturers, and retain the wide net of loyal customers.
References
Arslan, M., & Zaman, R. (2014). Impact of Corporate Social Responsibility on Brand Image: A Study on Telecom Brands. Journal Of Developing Country Studies, 4, 84-89.
Du, S., Bhattacharya, C., & Sen, S. (2011). Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier. Management Science, 57(9), 1528-1545. http://dx.doi.org/10.1287/mnsc.1110.1403
Fallon, N. (2015). 20 great examples of socially responsible businesses. Business News Daily (July 1). Retrieved April 17, 2017 from http://www.businessnewsdaily.com/5499-examples-socially-responsible-businesses.html
Mullen, T. (2017). 5 Inspiring stories of Businesses. Initiative Group. Retrieved 29 August 2017, from http://www.intuitivegrp.co/the-human-side-of-business-5-stories-that-inspire-us/
Our Story. (2017). Twillory. Retrieved 29 August 2017, from http://www.twillory.com/our-story/
Safe Cotton. (2017). Twillory. Retrieved 29 August 2017, from