1. How can one connect Anita Roddick and entrepreneurship?
Her personal qualities match with the ones that are often said to be the most imported characteristics of an entrepreneur. She is creative and she is really driven. Entrepreneurship is not about what is done but how its done. And she uses her possessed skills to max at all time in her company to make the best of it. I.e. in the start up phase of body shop she lacked money to buy in more bottles, so she began to offer a refill service. Its small measures like that that really makes me like her and her thinking. Entrepreneurship is often associated with innovation. And by again small measurements she innovated an existing product to fulfill 2 purposes instead of just 1. The purpose to make your skin to feel soft and smell good, and the purpose to fulfill human need to be good to the environment. And by innovating her product she made herself a lot different for her competitors.
2. Analyse the entrepreneurial actions in the case material. How do these connect to the tools from the course?
We could apply sarashvaty model on how business start, Anita work through a effectioation model. She did no market research . She turned to herself and found a need. The need, not having to buy a big bottle of soup or an equivalent product if she only needed a small size bottle. This combined with her interest of natural raw materials that could be used as replacements for a equivalent product made by chemicals. A combination which turned out to be an success.
She was also right in ansoff matrix. She knew there was a big market and her product wasn’t really knew to the coustmer, just slightly reinvented to make her different.
Early she really focused on affordable loss and bootstrapping. She made the most of her pencies and made a thing out
3. Discuss the importance of resources for Anita.
She really focus on her products to be “natural” ´. It sounds good in