Dame Anita Roddick: Transforming Personal Values and Strengths to Build an Empire

Abstract

I met Anita Roddick in the early 1990s. I was a PhD student and her talk was so impactful that I clearly remember our interaction to this day. I enjoyed hearing her talk about her inspiration for “The Body Shop” and how she stayed true to herself in creating her company – a company based on her strengths, values, and how she would want to be treated by a business. She shared stories about her family and her travels to source new products. In her talk, she described how she translated her personal values into The Body Shop’s vision, mission, and values. She created The Body Shop to do good in the world through sustainability, corporate social responsibility, ethical decision-making, and delivering products sourced from natural ingredients. These terms are familiar to us today, but they were not common in 1976 when The Body Shop launched. This chapter explores the strengths and personal values Roddick used to create The Body Shop.

Citation

Lassk, F.G. (2019), "Dame Anita Roddick: Transforming Personal Values and Strengths to Build an Empire", Crittenden, V.L. (Ed.) Go-to-Market Strategies for Women Entrepreneurs, Emerald Publishing Limited, Leeds, pp. 25-33. https://doi.org/10.1108/978-1-78973-289-420191004