How Anita and Body Shop performed in serving EACH of these constituencies
Anita and her Body shop served the environment by packaging the products they sold in recyclable containers. The use of recyclable containers ensures that there are no wastes disposed of that would pollute the environment. Anita also runs a campaign in alliance with Greenpeace to save the whales throughout the shop. She also runs awareness campaigns in partnership with Friends of the Earth that on recycling, depletion of the ozone layer, and acid rain. She also protected the forests and advocated that people should stop burning forests. They served their customers by providing products made from natural ingredients, and these ensured that there were no side effects of using these products. Anita says that most business owners mostly focus on business, but unlike them, she wanted to maintain the commitment and enthusiasm of her employees. She did this by creating a conducive environment and encouraging upward communication where low-level employees could bypass the rules and talk directly to the director. She served employees by listening to their needs and concerns and through free training in the company’s training center.
Anita and Body shop served the community by establishing a daycare whose charges were affordable and wanted to change it into an aging and AIDS center, which would be of great help to society. Anita helped open a Body Shop in India that saw 85 boys employed and helped build a company in Nepal. Body Shop served the franchisees by giving them a platform that made them earn a lot of money. Anita also served franchisees by adhering to their request of not involving or talking on their behalf on political or activist platforms. The two always provided quality products without tempering with them to their vendors. They served them with honesty, reliability, and opportunities. The Body Shop remained loyal to its shareholders, especially to Ian McGlinn, who was the original investor of 4,000 euros by continually increasing the worth of their shares. Although the company is not based on making profits only, the two ensured continuous growth, which leads to many years of earnings for the shareholders.
Question 2. According to Bartlett’s definition of Multi-country organization, identify and explain which type Body shop most closely resembles
Bartlett defines a Multi-country organization as a business entity that operates in multiple nations. A multi-country organization should be categorized based on local responsiveness and global integration. Companies that are mostly globally integrated enjoy the economies of scale and can reduce products cost as much as they want to by providing standardized goods globally. Companies that are significantly locally responsive have an added objective of adapting services and products to a particular local needs. Generally, there are four types of Multi-country organizations that include Global, International, multinational, and transnational. Anita’s Body shop is transnational. It has the characteristics of both the multi-domestic and global firms. Body Shop focused on maximizing local responsiveness and also aimed at international integration. It is flexible downstream in activities such as advertisement and creates economies of scales in the upstream. Body Shop has franchisees that are interdependent and integrated all over the globe. The franchisees meet both objectives of the company and have a strategic role of being the focus of excellence.