Initiative

       

There are three definitions regarding on the term initiative. According to the Oxford Advanced Learner’s Dictionary, initiative is defined as a new plan for dealing with a particular problem or for achieving a particular purpose; the ability to decide and act on your own without waiting for somebody to tell you what to do; and the power or opportunity to act and gain an advantage before other people do.

Entrepreneur who is fulfilling initiative trait is Anita Roddick. Anita Roddick is a British businesswoman who found The Body Shop. She opened the first Body Shop in 1976 for the purpose of earning an income for herself and her daughters because her husband was at South America. Therefore, Anita Roddick took an initiative to open her first Body Shop with the idea of providing quality skin care products in refillable containers and sample sizes. All the products were marketed with truth rather than hype.

Her Body Shop is a cosmetics company which produces and retails natural beauty products and it was one of the first cosmetics companies that prohibit the use of ingredients tested on animals. Moreover, The Body Shop was one of the first cosmetics shops to promote fair trade with third world countries. She takes this initiative to open the Body Shop because she believes in order to have a really good skins, it must come from the natural beauty products.

Next, Anita Roddick also takes an initiative on producing the skin care products which are refillable in containers and where this idea was came from the demand of her customers. Hence, it can be concluded as Anita Roddick was taking initiatives to produce the products which can be categorized by Green Products. It is due to her products are refillable.