ABSTRACT
Corporate responsibility (CR) emerged as a response to civil society's pressure for increased consideration of sustainable development objectives into business practices. Firms engaging in philanthropic CR are pursuing reputation preservation, therefore engaging in activities outside the business firm and receiving no direct business benefit from them. Innovation requires the promotion of human capital leading to imaginative mindsets and increased learning capabilities, characteristics that tend to emerge in a diverse environment. Diversity in educational backgrounds and gender were associated with greater innovative performances. Considering CR as a competitive advantage could open new markets and business opportunities to the industry. The luxury sector was reticent to adopt and communicate their CR practices. The research methodology encompassed a research design that entailed a qualitative analysis of the company's CR and diversity strategy. The cluster analysis revealed three main common patterns of behaviour and discourse around sustainability, namely integrative CR, innovative CR and philanthropic CR.
