Theory of the Olivettian organizational model and CSR knowledge in practice

This chapter aims to recoup and put into practice the pillars of Adriano Olivetti’s business model by analyzing a small-sized corporate structure like Cugher Glass, an Italian enterprise headquartered in the metropolitan area of Milan. The chapter aims to confirm the hypothesis of a link in the phenomenon of corporate social responsibility (CSR) based on employer branding between a family-run small and medium enterprise and a large company that has a peculiar vision of “community” like Olivetti. The research has been grounded on qualitative techniques which have proven to be functional to acknowledge employees’ daily routines. Attention has been given to the dimensions of CSR based on employer branding and the dimensions of employer branding to attract job seekers. Findings point out that Cugher Glass has reproduced the idea and the spirit of “community” despite its limited dimension. The chapter contributes to increasing the knowledge about the internal and external dimensions of CSR with regard to employees and their families and the existence of a correlation between corporate family management and CSR practices concerning human resources. Moreover, the chapter contributes to nurture the field of CSR and employer branding practices in small enterprises as drivers for growth in size and international projection.