Jurnal Hubungan Internasional
ISSN 1411-9729
Vol. 6 / No. 2 / Published : 2013-07
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Original Article :
Sustainability strategy l’oreal pasca akuisisi the body shop dalam peningkatan kinerja perusahaan
Author :
- Putu Ratih Kumala Dewi*1
- Program Studi S2 Ilmu Hubungan Internasional
Abstract :
The issue of sustainability (sustainability) has penetrated the world of business. One of corporations that emphasize sustainability in their business’ operation and strategy is The Body Shop (TBS). The continuity of sustainability strategy implementation becomes question when The Body Shop was acquisited by L'Oreal in 2006 and after that L'Oreal also implemented sustainability strategy into its corporation. Generally, this is an anomaly in the business world because in actual, the acquisitor would implement its principles and strategies into the acquisited corporation, instead of the other way, as happened in L'Oreal. Therefore, results from this study is a proof of hypothesis that has been compiled by author which says that L'Oreal was acquisiting TBS due to its applied principle of sustainability as corporate strategy. Furthermore, L'Oreal also incorporates the principle of sustainability in its strategy and changes its business strategy by using the sustainability strategy. The implementation of sustainability strategy by L’Oreal leads to increased company performance on L'Oreal, both economic and non-economic.
Keyword :
The Body Shop, , Acquisition, Sustainability, Sustainability Strategy, Corporation Performance,
References :
Cornellisen, Joep,(2008) Corporate Communication: A Guide to Theory and Practice - : Sage Publications
Gitosudarmo, Indriyo,(1999) Manajemen Operasi Yogyakarta : Ekonisia
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 Volume : 6 / No. : 2 / Pub. : 2013-07 |
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