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Good for You, Good for the Planet. Barilla’s Sustainability Strategy

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  • Guido Cristini
  • Cristina Zerbini

Abstract

The aim of the paper is to study the models of sustainable development implemented by companies that have expressed in their vision a constant commitment to environmental and social issues. Through the analysis of the Barilla Group, the case aims to deepen what are the sustainability models used, the results achieved, and the effects generated towards other actors present in the food supply chains. From the analysis carried out it emerges that the successes obtained depend in great measure on the coherence of the strategies developed in the various fields of the Triple Bottom Line (environmental, social and economic sustainability) but that, for the purpose of a transversal reading of the value created by each actor in the supply chain systems, it is necessary to have measurement instruments and indicators of sustainability unambiguous and shared.

Suggested Citation

  • Guido Cristini & Cristina Zerbini, 2021. "Good for You, Good for the Planet. Barilla’s Sustainability Strategy," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 649-678.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/100919:y:2021:i:3:p:649-678
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