THE BODY SHOP CASE STUDY

The case identifies the success principles that have driven growth for the Body Shop that are directly related to leadership focus stemming from Anita Roddick. Roddicks cultural values associated with honesty, integrity and socialization both in-store and personality-based have driven a high brand following from clients that appreciate this candour and ingenuity in service delivery. These founding principles, considering Roddick openly admits her business knowledge was severely limited, have brought the Body Shop a dedicated consumer following. Innovation in promotion, as well, such as placing strawberry essence on the sidewalk to lure customers with a pleasing aroma highlight this entrepreneurial ingenuity.