Analyzing the Contribution of Creativity to the Business Success of Bath & Body Works

This internal assessment investigates how creativity contributes to the success of Bath & Body Works (BBW). Using secondary data, the author analyzes technological innovations, such as AI-powered customer tools, and strategic product collaborations to evaluate their impact on brand engagement and market reach.

The analysis employs the Ansoff Matrix and the 4Ps Innovation Model to categorize growth strategies, while a detailed financial analysis utilizes liquidity and efficiency ratios to assess operational performance. The paper concludes that while creativity drives short-term growth and brand image, sustainable success requires a balance between innovative product development and careful management of reputational risks associated with controversial creativity.