2026-05-30T02:54:48Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/356942026-02-03T11:38:15Zcom_10630_2254col_10630_37956

TOMS: "We are in Business to Improve Lives" Carrillo-Durán, María Victoria Castillo-Díaz, Ana Marketing Relaciones públicas Economía social This paper analyses the use of the "buy one give one" model as part of the cause-related marketing activities that firms can develop. The specific case of the firm TOMS is studied as a paradigm for the application of this type of model. First, the model is described, and a reflection is made about the main advantages and disadvantages of its application. Second, the temporal evolution of the model 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 classic application of the "buy one give one" model (starting in 2006), a stage of slight evolution of the initial model (starting in 2014), and the current stage (starting in 2015) in which the model is further relaxed through the creation of a donation fund. Currently TOMS is managing to combine the classic "buy one give one" model with more sophisticated formulas, while always keeping profits above 30%. 2024-12-16T12:33:16Z 2024-12-16T12:33:16Z 2024-12-16T12:33:16Z 2021 book part En: Cause-Related Marketing: Case Studies from a Global Perspective, Galan-Ladero M. Mercedes, Galera-Casquet Clementina, Alves Helena M., eds. Springer https://hdl.handle.net/10630/35694 https://doi.org/10.1007/978-3-030-65455-9 eng open access Springer Nature