Description of the launch and rapid growth of the company, whose founder has a strong, innovative ideas about the role of corporate and social responsibility. After profiling Anita Roddick as a man, the anti-case describes the basic approach, she took to the creation of a very successful business (not advertising, plain packaging, innovative R & D). After developing a strong impact on it has imposed on business, concludes by highlighting how to move business in the United States and its survivability, Anita steps back. "Hide
by Christopher A. Bartlett, Kenton W. Elderkin, Krista McQuade Source: HBS Premier Case Collection 19 pages. Publication Date: November 13, 1991. Prod. #: 392032-PDF-ENG
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