Essay on Research on Cyber Bullying - 2847 Words

Maria Castro May 30, 2010 Research Paper Cyber Bullying Within Teenagers Bullying has changed in many different ways over time. Just how everything around us becomes more technical and easier to use, in some way so has bullying. Technology has changed bullying because it has only made it easier and more available to cyber bullies. Cyber bullying is a new trend that has evolved in the United States over the past few years. Cyber bullying is wrong and dangerous, it has caused various deaths and all types of negativity inside people’s lives. No one should practice bullying in the first place but thanks to the internet it occurs every second and it can happen to anyone. Cyber bullying has become very popular especially to†¦show more content†¦Megan couldn’t take it anymore and decided to take her life away (Parents: Cyber Bullying Led to Teen’s Suicide). Teenagers are not aware and don’t come to full reorganization of what they’re doing on the internet. They take advantage of the technology we have and use it in th eir advantage. They are not realizing that their words even if they’re through the internet, they hurt other people and take them to depression. Not only does cyber bullying take victims to depression but it takes away lives. Cyber bullying also causes it’s victims to have a low self esteem. Having a low self esteem causes teenagers to act poorly in school and they become less and less excited about life. Everyone is different and everyone deals with situations differently. At the end of the day Cyber bullying is a form of abuse. It shouldn’t be practiced no matter what the reason behind it is. Cyber bullying is just as wrong as physical bullying. In some situations cyber bullying may seem like there is no physical threat or even contact but in reality it hurts the victims more than actual physical bullying. When teenagers practice cyber bullying not only are they hurting their victims but they are hurting themselves. Cyber bullies can end up in jail because the re are now many laws that go against cyber bullying. â€Å"One day after the anti bullying legislation became a law in Massachusetts; New York lawmakers are trying to doShow MoreRelatedCyber Bullying Research Paper1670 Words   |  7 Pagesforming a Bullying Prevention Coordinating Committee, consisting of representatives from each key stakeholder group such as school administrators, teaching staff, and non-teaching staff, parents, and other local authorities. The Bullying Prevention Coordinating Committee (BPCC) will attend a two-day training to better understand program implementation. The Olweus Student Questionnaire will be administered to all high school students in order to obtain a baseline for the prevalence of bullying. The questionnaireRead MoreCyber-Bullying: A Brief Research Proposal Essay1685 Words   |  7 Pagesform of bullying has developed – Cyber bullying. Cyber bullying can be defined as â€Å"the electronic posting of mean-spirited messages about a person,† (Merriam-Webster, 2012). This form of bull ying can come through various mediums including but not limited to text messages, emails, videos, and social networking sites. There is an overwhelming amount of information that defines cyber bullying, identifies the demographics of bullies and victims of cyber bullying, and identifies the outcomes of cyber bullyingRead MoreEssay on Cyber Bullying Annotated Bibliography1013 Words   |  5 Pagesinternet dose to the youth. With two main points; cyber bullying and sexting, the author briefly discusses what they are and what threat that occurs from them. The article is useful to me because it shows the harmfulness on what could happen on the internet. However, this article is very vague and lakes a certain amount of information to achieve its point. Cyber Bullying Crackdown: Recent Tragedies And A New Survey Shine A Spotlight On Online Bullying. Current Events, a Weekly Reader publicationRead MoreCyber Bullying1493 Words   |  6 PagesKNOWN AS CYBER BULLYING. IN THE YEARS SINCE I FIRST HEARD THIS STORY I’VE HEARD PLENTY MORE STORIES THAT FIT THIS CATEGORY SUCH AS THE SUICIDE OF RYAN HALLIGAN, AND TYLER CLEMENTI JUST TO NAME A COUPLE. CONSTANTLY HEARING THESE STORIES IN THE NEWS LET ME KNOW THAT CYBER-BULLYING IS A GROWING PHENOMENON AFFECTING MANY LIVES AROUND THE WORLD WHICH IS WHY I CHOSE THIS TOPIC TO RESEARCH. TODAY I WANT TO TELL YOU WHAT PROFESSIONALS DESCRIBE AS CYBER-BULLYING ,SOME OF THE ACCREDITED RESEARCH DONE ON CYBERRead MoreTeens as Victims of Cyberbullying1482 Words   |  6 Pages â€Å"Around half of teens have been the victims of cyber bullies,† Richard Webster from the â€Å"Cyber bullying is when a person or a group is trying to embarrass and harm or intimidate those who are weaker than t hem†. â€Å"Cyber bullying to texting: What’s on your kids ‘Cell?† What is cyber bullying? The Stop bullying Organization explains what the meaning of cyber bullying is. Cyber bullies are able to use cells phones and the internet to make it very easy bully other people. Lawmakers and Schools shouldRead MoreBullying And The Cyber Bullying Essay1010 Words   |  5 PagesIDENTIFICATION PROBLEM STATEMENT BACKGROUND Cyber bullying refers to something when one uses their cell phone, computers or an electronic device to access internet and technology for the purpose of harassment and providing harms to others. Sending inappropriate messages, uploading disturbing images, threatening and posting something without someone’s’ approval are the forms of cyber bullying. The main aim of this research study is to look after the cyber bullying and the possible reasons of occurrenceRead MoreCyber Bullying And Its Effect On Society1536 Words   |  7 PagesBullying has been an extreme issue all around the world for hundreds of years, and since modern technology has advanced, so has cyber bullying. â€Å"‘Gimme’ your lunch money† has turned into texting and posting gruesome threats and embarrassing material all over social media. Millions of kids all over the world have taken their own lives due to the harmful effects of cyber bullying. Problems that cannot be resolved indepe ndently are brought to court, and the government has become increasingly involvedRead MorePrevention And Intervention Of Cyber Bullying Essay1458 Words   |  6 PagesAtlantic University, and Internet safety expert Dr. Justin Patchin set worth to study the topic of cyber-bullying, since there wasn’t much research on the topic up until that point. In Bullying Beyond the Schoolyard (2009), the authors paint a picture of the online aggressions adolescents are facing on a daily basis. Hinduja Patchin (2009) included stories of victims, ongoing research on cyber bullying, and an overall review of current legislature pertaining to the topic. The authors also highlightRead MoreThe Spreading of Cyber Bullying1599 Words   |  6 Pages Cyber bullying is a growing problem and has moved to the forefront of public concern in recent years due to a large number of incidents that have received media attention (Tokunaga, 2009). Most recently, a case involving a 12-year old girl who c ommitted suicide as a result from cyber bullying received national attention. This case occurred in Polk County, Fl., and has been described as one of the most tragic cyber bullying stories of our time (Hellmich, 2013). Rebecca Sedwick of Lakeland, FlaRead MoreCyber Bullying : The Third Leading Cause Death For American Youths901 Words   |  4 Pagesyouths between the ages of 10-24. Research has identified that bullying is an environmental stress that increases the risk of adolescent suicide substantially. Approximately 20-35% of adolescents report being involved in bullying as a bully, victim or both (Litwiller Brausch, 2013). Traditional forms of bullying include; physical bullying which involves the infliction of physical harm, emotional bullying which includes verbal harassment or teasing and social bullying when someone is purposefully excluded

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Gmat -Awa Free Essays

string(56) " the reason for the poor electronic game rating system\." Guide to Perfect 6. 0 AWA GMAT Score 1. General Structure 1. We will write a custom essay sample on Gmat -Awa or any similar topic only for you Order Now 1 Argument Intro – Restate argument, point out flaws or state intention to discuss them below 1st Para – First,†¦ 2nd Para – Second/In addition,†¦ 3rd Para – Third/Finally,†¦ Conclusion – The argument is flawed/weak/unconvincing because of the above -mentioned†¦ Ultimately, the argument can be strengthened if/by†¦ 1. 2 Issue Intro – Restate issue, take a position 1st Para – First/One reason†¦ 2nd Para – Second/Another reason†¦ 3rd Para – Third/Perhaps the best reason†¦ Conclusion – Acknowledge the other position but re-affirm yours and conclude that it is the stronger. 2. Structural Word (should be all over the essays) Supporting examples – for example, to illustrate, for instance, because, specifically Additional support – furthermore, in addition, similarly, just as, also, as a result, moreover Importance – surely, truly, undoubtedly, clearly, in fact, most importantly Contrast – on the contrary, yet, despite, rather, instead, however, although, while Decide against – one cannot deny that, it could be argued that, granted, admittedly Ying-yang – on the one hand/on the other hand Concluding – therefore, in summary, consequently, hence, in conclusion, ultimately, in closing 3. Templates 3. 1 Argument Intro: The argument claims that †¦. (restate) Stated in this way the argument: a) manipulates facts and conveys a distorted view of the situation b) reveals examples of leap of faith, poor reasoning and ill-defined terminology c) fails to mention several key factors, on the basis of which it could be evaluated The conclusion of the argument relies on assumptions for which there is no clear evidence. Hence, the argument is weak/unconvincing and has several flaws. 1st Para: First, the argument readily assumes that†¦Ã¢â‚¬ ¦ This statement is a stretch†¦. For example,†¦ Clearly,†¦ The argument could have been much clearer if it explicitly stated that†¦ 2nd Para: Second, the argument claims that†¦. This is again a very weak and unsupported claim as the argument does not demonstrate any correlation between†¦. and†¦ To illustrate,†¦ While,†¦ However,†¦. indeed†¦. In fact, it is not at all clear†¦ rather†¦. If the argument had provided evidence that†¦.. then the argument would have been a lot more convincing. 3rd Para: Finally,†¦ (pose some questions for the argument)†¦.. Without convincing answers to these questions, one is left with the impression that the claim is more of a wishful thinking rather than substantive evidence. Conclusion: In conclusion, the argument is flawed for the above-mentioned reasons and is therefore unconvincing. It could be considerably strengthened if the author clearly mentioned all the relevant facts†¦. In order to assess the merits of a certain situation/decision, it is essential to have full knowledge of all contributing factors. In this particular case†¦. Without this information, the argument remains unsubstantiated and open to debate. . 2 Issue Intro: Many/some people think that†¦. Others†¦.. (restate) The issue is a controversial one but a closer examination reveals that†¦. (take a position)†¦ for several reasons. 1st Para: One reason is that/for†¦ For example,†¦ Furthermore,†¦ Clearly,†¦ 2nd Para: Another reason is that/for†¦ To illustrate,†¦ As a result,â € ¦ 3rd Para: Perhaps the best reason is (that)†¦. Specifically,†¦ Moreover/In addition†¦. In fact,†¦. Therefore,†¦. Conclusion: In summary, while there are arguments to be made for both sides, it is clear that there are greater advantages to†¦. repeat the reasons). Certainly,†¦.. outweigh†¦Ã¢â‚¬ ¦. Hence,†¦. (re-affirm your position) 4. Going from the templates to full-fledged essays 4. 1 Argument ESSAY QUESTION: The following appeared in the editorial section of a national news magazine: â€Å"The rating system for electronic games is similar to the movie rating system in that it provides consumers with a quick reference so that they can determine if the subject matter and contents are appropriate. This electronic game rating system is not working because it is self regulated and the fines for violating the rating system are nominal. As a result an independent body should oversee the game industry and companies that knowingly violate the rating system should be prohibited from releasing a game for two years. † Discuss how well reasoned you find this argument. Point out flaws in the argument’s logic and analyze the argument’s underlying assumptions. In addition, evaluate how supporting evidence is used and what evidence might counter the argument’s conclusion. You may also discuss what additional evidence could be used to strengthen the argument or what changes would make the argument more logically sound. YOUR RESPONSE: Quote: The argument claims that the electronic games rating system, although similar to the movie rating system, is not working because it is self regulated and violation fines are nominal, Hence, the gaming rating system should be overseen by an independent body. Stated in this way the argument fails to mention several key factors, on the basis of which it could be evaluated. The conclusion relies on assumptions, for which there is no clear evidence. Therefore, the argument is rather weak, unconvincing, and has several flaws. First, the argument readily assumes that because the electronic game rating system is self regulated, it is not working well. This statement is a stretch and not substantiated in any way. There are numerous examples in other areas of business or commerce, where the entities are self regulated and rather successful. For instance, FIA, the Formula1 racing organization is self regulated. Yet, the sport is very popular and successful, drawing millions of spectators around the world each year. Tickets are rather expensive, races are shown on pay-per-view, and nearly all drivers are paid very well. Another example is the paralleled movie rating system that the argument mentions. The author fails to clarify whether it is working well, but it is clear that the movie rating system is pretty well received by people, who often base their decisions to go see a movie with kids or not on the movie rating. It has never been a case when someone would feel cheated by the movie rating and express disappointment afterwards. Since the movie rating system is also self regulated, it follows that this regulatory method is working pretty well and it is not obvious how it can be the reason for the poor electronic game rating system. You read "Gmat -Awa" in category "Essay examples" The argument would have been much clearer if it explicitly gave examples of how the self regulatory system led to bad ratings and customer dissatisfaction. Second, the argument claims that any violation fees for bad electronic game ratings are nominal. It thus suggests that this is yet another reason for the rating system not working. This is again a very weak and unsupported claim as the argument does not demonstrate any correlation between the monetary amount of the fines and the quality of the electronic game rating system. In fact, the argument does not even draw a parallel with the mentioned movie rating system and its violation fines. If any such correlation had been shown for the movie rating system, which supposedly works well, then the author would have sounded a bit more convincing. In addition, if the argument provided evidence that low violation fines lead to electronic game manufacturers to ignore any regulations with respect to the game rating system, the argument could have been strengthened even further. Finally, the argument concludes that an independent body should oversee the game industry and companies that violate the rating system, should be punished. From this statement again, it is not at all clear how an independent regulatory body can do a better job than a self regulated one. Without supporting evidence and examples from other businesses where independent regulatory bodies have done a great job, one is left with the impression that the claim is more of a wishful thinking rather than substantive evidence. As a result, this conclusion has no legs to stand on. In summary, the argument is flawed and therefore unconvincing. It could be considerably strengthened if the author clearly mentioned all the relevant facts. In order to assess the merits of a certain situation, it is essential to have full knowledge of all contributing factors. 4. 2 Issue ESSAY QUESTION: â€Å"Poor health and high stress levels diminish the productivity of today’s office workers. In order to maximize profits, companies need to provide white-collar employees with free exercise facilities and free wellness classes. † In your opinion, how accurate is the view expressed above? Use reasons and/or examples from your own experience, observations, or reading to develop your position. YOUR RESPONSE: Quote: Some people think that productivity at work could be increased if workers are provided with free exercise facilities and wellness classes, as this will improve the workers health and diminish the level of stress in the office. Other people support the claim that people should manage their own health and stress level outside the work space. The issue is a controversial one but a closer examination reveals that companies that promote healthy living among their employees are indeed more productive. One reason is that people often do not find the motivation or the energy to o to a wellness class and exercise outside of work. Most people are usually very tired by the end of the work day and have other family duties or priorities to worry about. For example, doing grocery shopping, cooking, picking up the kids from practice, etc. Therefore, it is very difficult for such people to make time for exercising and maintain healthy habits. As a result, the stress from a long day of work at the of fice gets carried over to the next day and the pattern repeats. Eventually, the health of those people worsens and their productivity on the job diminishes. Another reason is that people often find it attractive to do what their friends or colleagues do. For instance, if five colleagues of a worker join a pilates class and are happy about it, they then tend to recommend it to the worker in question and she will eventually join the class. Contagious behavior such as this can be very easily achieved on the job if pilates classes are offered, because then the discovery of the opportunity and the motivation to join are easily found. Hence, exercising at work becomes a very comfortable activity easily fit into a schedule and promotes the health and happiness of the employees. They not only feel better heath-wise after exercise, but also strengthen relationships with co-workers by doing activities together. In a way, this whole experience can be viewed as team building. Consequently, workers are more energized, alert and therefore productive in their jobs. Perhaps the best reason is that by providing free exercise facilities and wellness classes companies improve their image and become attractive places to be at for future employees. Not only can such companies attract more viable candidates for new openings, but they can also retain longer the employees they already have. To illustrate this point, let us take Google for example. The company was recently ranked as the best one to work at. One of the main criteria for achieving this rank was the fact that the company takes very good care of its employees in terms of encouraging healthy living. There are numerous sports facilities on the Google campus which people are encouraged to use. Those include gyms, swimming pools, volleyball courts, massage chairs, etc. Personal trainers are also available for free for anyone that needs them. There is also a health center facility on site. With that kind of environment it is difficult to not take advantage and live a healthy living, resulting in better productivity on the job. In summary, while there are arguments to be made for both sides of the issue, it is clear that there are much greater advantages for companies to provide their workers with free health facilities and classes. Workers find it not only much easier to take advantage of such opportunities on site, but also are much more motivated to do so there. Participating in sports activities improves the workers’ mood, desire to work hard, keeps them healthy, and creates a bond among workers. As a result, this translates to a better productivity of the workers and ultimately to maximized profits for the company. 5. Final tips During the tutorial type in a few sentences in the mock essay window to get used to the keyboard. Again during the tutorial, jot down on your notebook the basic structure of your essays or the opening sentences in case you get too nervous and forget them when the clock starts ticking. Write as much as you can. Try to write at least 500 words per essay. Always have the e-rater in mind as your potential reviewer. Remember that the human rater will make every effort to grade just like the e-rater. In that sense, keep your structure and volume in mind over actual quality/content. Be careful of spelling mistakes. Double check words that you normally know you misspell (e. g. exercise). Try to finish 2-3 minutes before time is up so you can slowly re-read your essay for the purposes of spell checking. Do not reorganize/delete sentences/paragraphs with less than 2 min left. No matter how great you thought your essays went, try to stay humble and focused – remember this was just a warm-up and the real stuff hasn’t started yet! Good luck! —————————- Here is an essay I wrote for a PR Test – Graded a 6. 0 (normally they grade harder than real thing) Prompt: â€Å"The autonomy of any country is based on the strength of its borders; if the number of illegal immigrants entering a country cannot be checked, both its economy and national identity are endangered. Because illegal immigrants pose such threats, every effort must be made to return them to their country of origin. † Assignment: Discuss how well-reasoned you find this argument. In your discussion, be sure to analyze the line of reasoning and the use of evidence in the argument. For example, you may need to consider what questionable assumptions underlie the thinking and what alternative explanations or counterexamples might weaken the conclusion. You can also discuss what sort of evidence would strengthen or refute the argument, what changes in the argument would make it more logically sound, and what, if anything, would help you better evaluate its conclusion. â€Å"This argument relies heavily on unverified assumptions and has a very extreme conclusion. The author fails to make logical connections between the evidence provided and the conclusion that all illegal aliens must be returned to their country of origin. The first problem with the argument is that it suffers from multiple unsubstantiated claims. The first evidence that is given to support the extreme conclusion is that the autonomy of any country is based on the strength of its borders. This statement is also extreme because it infers that every countries autonomy could be ranked by the strength of its borders. There are many European countries that have very little strength exerted at the borders, but still maintain autonomy. The author should clarify this statement by grouping countries together or using a more vague statement that would include most countries but not all. The next statement in the argument is conditional phrase stating that the more illegal immigrants that enter a country the worse off the economy and national identity will be. While this statement might be true for some countries it is certainly not true for all countries. The very foundation of early US society was based on immigrant labor and culture that brought from over the sea. There are still many countries whose economy is heavily dependent on immigrant labor. Even though many economist feel this statement is true in the US today, most would disagree that this statement is true of all countries. The final portion of the author’s argument is the conclusion. The conclusion states that the because of disadvantages mentioned earlier all illegal immigrants must be returned to their country of origin. Although this statement might appear to be a logical conclusion of this extreme argument it fails to take extra information into account. The author doesn’t give any indication on how extreme these problems will be or how costly it will be to return the amount of illegal aliens to their home country. What if the cost to the economy was half the amount that it would cost to send all of the immigrants back to their country of origin? The author could use some monetary figures to prove that some savings would be incurred if all illegal immigrants were deported. In conclusion, the argument suffers from logical flaws and makes an extreme conclusion based on unproven assumptions. The addition of hard examples and connections between the statements would prove to strengthen the argument. † *This just shows you how you don’t have to write great to get a good score* How to cite Gmat -Awa, Essay examples

Body Shop free essay sample

She had never had a holiday as a child and so, with the tax-free money she earned in Geneva, she decided to spend a year travelling around the world. She visited Polynesia, New Caledonia, Australia and Africa where her interest in the use of natural ingredients for cosmetic purposes was aroused. In Tahiti she saw local women plastering themselves with cocoa butter. Half the bean was used for chocolate and the other half was used as a cosmetic. In Morocco she saw women washing their hair in mud. Returning to England, she met Gordon Roddick, a graduate of the Royal Agricultural College at Cirencester. He had farmed overseas and in the UK before settling in Littlehampton. They married in 1970. Originally they planned to travel overland to Australia and buy a pineapple plantation, but the arrival of first one and then two children made them change their plans. Instead they bought and ran a restaurant and later a small hotel in Littlehampton. in 1976 Anita opened the first Body Shop in a back street in Brighton in 1976. The roof leaked and the ugly unpainted walls were covered with green garden lattice primarily because it was cheap. The shop sold only about a dozen inexpensive ‘natural’ cosmetics, all herbal creams and shampoos, all in simple packaging. Pot plants were placed between the products to fill the space. Anita thought these products would only appeal to a small number of customers that shared her values. Her husband, Gordon, even went off to ride a horse across the Americas about a month after it opened. I know everyone wants to think that it is like an act of God – that you sit down and have a brilliant idea. Well, when you start your own business it does not work like that. I remember walking through Littlehampton with the kids, one in a pushchair and one walking beside me. We went into the sweet shop, then into the greengrocer and then to Boots. In both the sweet shop and the greengrocers I had choice. I could buy as much, or as little, as I wanted. I could buy hal f a pound of gob-stoppers or a kilo of apples, the quantities were up to me. In Boots I suddenly thought ‘What a shame that I can’t buy as little as I like here too. Why am I stuck with only big sizes to choose from? If I’m trying something out and don’t like it, I am too intimidated to return it, so I’m stuck with it. ’ That one thought, that single reaction, was me voicing a need, a disappointment with things as they were. But if that’s a need I have, lots of other women must have the same need, I thought. Why can’t we buy smaller sizes – like in the greengrocers? ’   However, Anita was wrong. It proved to be a huge success. nevertheless whilst this idea was novel at the time it was easily copiable. The firm’s initial roll-out owes much to the clear focus Anita and Gordon Roddick had on where their competitive advantage lay. They realised that the idea they had could be easily copied and success would only come from developing the brand and a rapid expansion. Unfortunately they had little cash to do either. It was Gordon who had the idea of a franchise, which meant that franchisees paid to become part of Body Shop and * managed the shop themselves. * Franchisees pay an initial fee plus an annual operating charge for a fixed term, enewable franchise. Franchisees buy a ‘turn-key’ system with a tightly controlled retail format providing shop fitting and layout, staff training, financial and stock control systems and even help with site identification. Body Shop can also help arrange finance to purchase the franchise. Body Shop also, of course, makes a margin on the products it sells to the franchisees.Franchisees receive regular visits from company representativ es who provide   assistance with display, sales promotion and training. Information packs, newsletters, videos and free promotional material are made available and franchisees have to return a monthly report on their sales. This enables the company to monitor both trading results and the local sales performance of individual products. The company closely monitors the use of The Body Shop trade mark in all franchisees’ literature, advertising and other uses. Franchisees are selected partly upon their ‘fit’ with Body Shop ideals. Employees receive regular newsletters and videos concentrating on Body Shop campaigns and achievements. In 1995 the firm introduced in-store satellite transmitted radio. Body Shop takes every opportunity to put forward its values and beliefs which it believes sets it out as distinctive and different to its high street competitors. It also believes that the company brings together like-minded people and motivate staff in what otherwise is a sector with high staff turnover. The franchisees generated sufficient cash to finance early expansion until 1984 when the company went to the stock market, although it still maintained the franchise model. Overseas expansion followed the same model as in the UK. In most countries a head franchisee was granted exclusive rights as user of the trade mark, distributor and, after an initial trial of running a few shops themselves, the right to sub-franchise. In this way the firm built upon local market knowledge and minimised its risks. This model was not always followed because of the quality of the head franchisee. For example, the firm took back control of the franchise. Body Shop remains an international franchise chain of shops. The Roddicks initially decided not to manufacture their products or even invest in a distribution system, but rather to concentrate on getting the franchise formula right, developing the brand and protecting it from imitators. In the 1980s Body Shop reversed its decision and started its own warehousing and distribution network, based upon a sophisticated stock control system, and built up a substantial fleet of lorries. Products could typically be delivered within 24 hours. It also started manufacturing many of its cosmetics mainly in the UK, although many of the ingredients came from overseas under its ‘trade-not-aid’ policy. These two elements of strategy initially worked well for it and generated substantial sales and profit growth but the manufacturing policy was reviewed in the late 1990s. In the early years Body Shop could not afford to advertise. Developing the brand was heavily reliant upon the personality of Anita and her ability to get free PR for the environmental causes associated with the firm. Indeed, advertising would have been very much against the firm’s image. In those early days her outspoken, controversial views – concerning just about anything – guaranteed her media coverage and helped her win the Businesswoman of the Year award just before the stock market launch. Even today the Body Shop brand is inexorably linked with its culture, which in turn is based firmly in its ethical and environmental beliefs and values. Based very much around the charismatic Anita Roddick’s views that business can be a vehicle for social and environmental change, the firm has championed numerous causes. These not only show themselves in window displays and PR activities, they also underscore everything the company does. Employees are given time off to work on local social projects. Body Shop takes every opportunity to put forward its values and beliefs which it believes sets it out as distinctive and different to its high street competition. Body Shop is now a global brand, but what does it stand for and what are customers buying? Even Anita Roddick admitted they were not just buying cosmetics – ‘oil and water will not make their hearts sing’. The marketing mix comprises cosmetics made from high quality, natural ingredients which do not involve cruelty to animals. They can be bought in a range of refillable containers, including trial sizes, that are plain and simple with clear factual sta tements about their ingredients. Tester bottles are freely available in shops and staff are trained not to sell products ‘hard’ and to respond to questions honestly, if necessary going to the Product Information Manual. The company does not advertise, relying instead on PR and their prime-site shop windows that often promote environmental issues rather than products. The green shop decor with its ambience of a sweet shop reinforces the environmental, no-frills image. Staff receive regular training, not only on business but also on environmental issues. Unlike other cosmetics companies, Body Shop is selling a feel-good factor of a different sort, with a strong ethical dimension. It campaigns on behalf of many environmental issues such as the destruction of the Brazilian rain forests, ‘trade, not aid’, recycling and, famously, animal testing of cosmetics. The Body Shop brand is deeply emotional, based upon a marketing mix that reinforces the ‘save the planet’ image and really does ‘make the heart sing’. The company’s values and mission reflect this (see page 227). In 1996 an attempted re-privatisation was abandoned because of the gearing implications. After that the Roddicks increasingly took a back seat. In 1998 a new Chief Executive was recruited with the Roddicks becoming co-chairmen. Over the last decade Body Shop has been attracting more competition from both newcomers and established retailers introducing ‘natural’ products. Because of the emergence of an aggressive US competitor called Bath and Body Works, Body Shop was forced into even more rapid expansion with a unfortunate effect on costs and profitability. Profits and share price subsequently recovered.