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Sebastian Rubio - S2 The Body Shop International The Body Shop International presents the case of a company whose business model strength initially relied on its Corporate Social Responsibility (CSR), but that afterwards faced problems and challenges, due to mismanagement of internal resources, stakeholder's conflicts, and the unawareness of external changes. The model created advantages but also limited growth, as the organization was not prepared for expansion due to the lack of corporate structure required for a global strategy. Anita Roddick believes in the power of businesses and in the use of success as a force of social change, therefore Body initial mission was to make profit with principles, that is, being especially responsible for employees, society, Third World development and the environment. This innovative, radical and daring approach became Body Shop´s competitive advantage (Strategic Corporate Social Responsibility); and according to this strategy defined a unique marketing approach: desirable and environmental products, moderated...

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