RT Book, Section
T1 TOMS: "We are in Business to Improve Lives"
A1 Carrillo-Durán, María Victoria
A1 Castillo-Díaz, Ana
K1 Marketing
K1 Relaciones públicas
K1 Economía social
AB This paper analyses the use of the "buy one give one" model as part of the cause-related marketingactivities that firms can develop. The specific case of the firm TOMS is studied as a paradigm forthe application of this type of model. First, the model is described, and a reflection is made aboutthe main advantages and disadvantages of its application. Second, the temporal evolution of themodel is detailed. Since its creation (2006), TOMS has applied the "buy one give one" model.During that trajectory, a clear three-phase evolution is apparent: an initial stage and classicapplication of the "buy one give one" model (starting in 2006), a stage of slight evolution of theinitial model (starting in 2014), and the current stage (starting in 2015) in which the model is furtherrelaxed through the creation of a donation fund. Currently TOMS is managing to combine theclassic "buy one give one" model with more sophisticated formulas, while always keeping profitsabove 30%.
PB Springer Nature
YR 2021
FD 2021
LK https://hdl.handle.net/10630/35694
UL https://hdl.handle.net/10630/35694
LA eng
NO En:  Cause-Related Marketing: Case Studies from a Global Perspective, Galan-Ladero M. Mercedes, Galera-Casquet Clementina, Alves Helena M., eds. Springer
NO https://www.springernature.com/la/open-science/policies/book-policies
NO Fondo Europeo de Desarrollo Regional Junta de Extremadura
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026