ABSTRACT
This chapter presents a case study on Apivita, a Greek natural cosmetics company, established 35 years ago, with an international presence in 15 countries in Europe and Asia. The company engages in design, development, production, marketing, and sales of cosmetic products in Greece and abroad, the production of plant extracts used as raw materials in its products, and trade of dietary supplements and bee products. Apivita's founder vision is to become a leading, green, innovative company of the world in the market of natural beauty, well-being, and health, showing responsibility and respect towards nature and society. Apivita has managed to find corporate success based on the abilities of the firm to adapt to the public demand for a greener way of being and by developing products that combine the natural, environmental, and social elements. Apivita's founder has remained true to his values and to his mission to promote a natural way of life and to inspire others through his vision.
