The study examines The Body Shops strategies and especially Corporate Social Responsibility. The Body Shop was established in 1976, by Anita Roddick, in Brighton and grew fast. In 1984 The Body Shop had grown so big, that they decided to be quoted on the stock exchange. The following years The Body Shop secured a foothold in the beauty business and were one of the guiding companies according to social and environmental responsibility. The Body Shops company structure is partial franchise and partial their own shops. Because of the huge success L’Oréal had a great interest in the company and in 2006 The Body Shop was bought for the price of 7 billion DKK. The paper discusses the CSR-concept, following with pros and cons and whether or not the L’Oréal takeover had influence on The Body Shops strategies. After this the paper discusses in which direction The Body Shops strategies and profile will take in the future, according to the partnership of The Body Shop and L’Oréal. It is concluded that CSR is here to stay and that The Body Shop with financial support from L’Oréal have the opportunity to expand to many countries and to keep spreading their values and beliefs.
Det er gratis at oprette en konto