Body Shop International - The Case Centre

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Prize winner

Case

Reference no. 9-392-032

Subject category: Strategy and General Management

Authors: Christopher A Bartlett (Harvard Business School); Kenton W Elderkin (Harvard Business School); Kista McQuade (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1991

Version: 13 July 1995

Length: 19 pages

Data source: Published sources

Topics: International business; Entrepreneurial management; Business policy; Organizational culture; Social responsibility; Start-ups; Business growth; Leadership styles; Succession planning; Labor management teams; Employee values

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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.

Location:

United Kingdom

Industries:

Cosmetics; Retail trade

Size:

USD100 million revenues, 2,000 employees

Other setting(s):

1991