Purpose: The paper studies the way in which a SME integrates CSR into its corporate strategy, the practices it puts in place and
how its CSR strategies reflect on its suppliers and customers relations.
Methodology/Research limitations: A qualitative case study methodology is used. The use of a single case study limits the
generalizing capacity of these findings.
Findings: The entrepreneur’s ethical beliefs and value system play a fundamental role in shaping sustainable corporate strategy.
Furthermore, the type of competitive strategy selected based on innovation, quality and responsibility clearly emerges both in
terms of well defined management procedures and supply chain relations as a whole aimed at involving partners in the process of
sustainable innovation.
Originality/value: The paper presents a SME that has devised an original innovative business model. The study pivots on the
issues of innovation and eco-sustainability in a context of drivers for CRS and business ethics. These values are considered
fundamental at International level; the United Nations has declared 2011 the “International Year of Forestry”