The Body Shop Saga by Anita Roddick Essay Example | Topics and Well Written Essays - 500 words

The luggage compartment Shop Saga by Anita Roddick - Essay ExampleThe first consistency Shop, painted an appropriate green, opened in 1976. Roddicks timing was excellent. The first Earth Day had been celebrated in 1970, with the participation even of corporations such as the chemical substance and petroleum industry giants Monsanto and Texaco. There was growing international consciousness on issues related to the environment and sustainable development. Peoples desire and determination to do something about these problems produced the neighborly movements of the 80s and beyond. Green business proved to be good business It made people feel good that they had not only bought good products but support causes such as the famous saving the whales movement. The business with principles marketing strategy obviously worked. By 1992, the business was valued at 700 million pounds. By 1992 remains Shop shares were being sold at 3.72 pounds at the London stock exchange. At that time they we re known as the shares that defy gravity. (Entine 2002) Who could know that by 2006 the take a crap built on corporate social responsibility (CSR) would be sold to LOreal, a player in the high-end beauty industry, that is 26% owned by Nestle. Roddick and The Body Shop from the very beginning expressed its stand against animal testing. The most salient points of the 1999 and 2002 report revealed a huge ethical gap between BSIs marketing image and its actual practicesThis deceptionis pervasive Roddick stole the Body Shop name and marketing concept, fabricated key demands of the company myth, misrepresented its charitable contributions and light trade programs and has been beset by employee morale and franchise problems. Moreover, its natural products are filled with petrochemical colorings, fragrances, preservatives and base ingredients such as mineral oil and petrolatum.