Publications
Publications
- November 1991 (Revised July 1995)
- HBS Case Collection
Body Shop International
Abstract
Describes the start-up and rapid growth of a company whose founder holds strong, non-traditional beliefs about the role of the corporation and its responsibility to society. After profiling Anita Roddick as a person, the case describes the anti-mainstream approach she took to building her highly successful business (no advertising, simple packaging, non-traditional R&D). After elaborating on the strong values she has imposed on the business, concludes by highlighting questions of the business' transferability to the United States and its survivability as Anita steps back.
Keywords
Business Startups; Business Growth and Maturation; Leadership Style; Management Succession; Management Teams; Corporate Social Responsibility and Impact; Values and Beliefs; Global Strategy; Beauty and Cosmetics Industry
Citation
Bartlett, Christopher A. "Body Shop International." Harvard Business School Case 392-032, November 1991. (Revised July 1995.)
