Women driving Dubai's economy, says the Body Shop founder

"In Dubai, women entrepreneurs are keeping the economy barrelling along," said Roddick, who was speaking ahead of her keynote speech at this month's Entrepreneurs in Dubai - the world's biggest gathering of business leaders and corporate tycoons. "This enlightened attitude toward women is, unfortunately, not shared by businesses in other Gulf states. In Saudi Arabia they recently made headlines with 'open elections' - except women weren't given the vote.

"Dubai is an excellent example of what women can contribute to business and the economy. Women build alliances, bring people together and most importantly, they develop networks.

"In the corporate world their biggest strength is communication. And I believe they are more naturally creative than men, so they are more inclined to carve out their own niches rather than endeavour to squeeze into one that already exists."

And while Roddick admits the business world is still a male-dominated hierarchy, she suggests the impact of the ethical business movement means that so-called 'feminine' values, like a sense of community, are being put forward as new paradigms.

"These values reflect intimate personal and cultural attributes which are in many ways the reverse of the global market syndrome, which is all about distance, impersonality, and the movement of capital regardless of human consequence," she explained.

"All of this is changing the status of women in business now, but I feel there are much more fundamental changes just around the corner, especially because the ferocious competitiveness of an increasingly global economy is genderless in its need for talent."

Roddick will be one of more than 30 globally renowned speakers lined up for Entrepreneurs in Dubai - the International Entrepreneurship Forum and Exhibition (IEFE) - to be held at the Dubai International Convention Centre and Exhibition from May 23-25.

The event will host around 1000 delegates to learn from some of the world's most impressive entrepreneurs, business leaders and tycoons the secrets of their success in a frank and open forum.

Roddick, a long-time issues campaigner, said: "My business was originally a response to the extravagance and waste of the cosmetics industry. I thought such excess was irrelevant and, worse of all, wilfully deceptive and I had a feeling there were plenty of people like me who were looking for an alternative."

In 28 years that business strategy has seen The Body Shop create 1,980 stores serving over 77 million customers in 50 different markets, across 12 time zones.

According to Roddick, The Body Shop had to overcome cultural sensitivities to establish itself in the Middle East and to ensure the brand became a household name here, as well as across the globe.

"One of the ways that we help the customer to understand how great our products are is through demonstration and direct application on to the customer's hand or face. We had to adapt our selling and customer service approach to respect local culture and traditions when setting up in the Middle East.

"In our Saudi markets, we operate female-only outlets to address the needs of more traditional groups. They are often located in female only malls, and of course the staff is entirely female. We have been lucky in working with some great local businesses when setting up in the Middle East."

Roddick said her business model was inspired by the US religious group, the Shakers. She said: "They ran successful businesses and made money because they treated people decently, worked hard themselves, spent honestly, saved honestly, gave honest value for money, put back more than they took out and told no lies."

She added: "The future is being shaped by the forces of global business, so I would hope that I've helped change the vocabulary and practice of business and contributed to the awareness that it can and must be a force for positive social change."

The Body Shop head is renowned for her opinions, which will undoubtedly be aired during her Entrepreneurs in Dubai keynote speech on the first day of the event - entitled Business as Usual - The Secrets of Being a Successful Entrepreneur.

Jessica Sutherland, general manager of IIR Middle East, which is co-organising the event with the Mohammed bin Rashid Establishment for Young Business Leaders in cooperation with Young Arab Leaders (YAL), said: "Dame Roddick's powerful hands-on approach to business is truly inspirational. She is a perfect example of what constitutes a true entrepreneur - opportunist, an obsessive visionary, a pathological optimist, a passionate storyteller and something of an outsider."

Roddick will be joined by other world famous entrepreneurs at the event, including US Senator John Edwards, billionaire property tycoon Donald J. Trump - by videocast - and Stelios Haji-Ioannou, Founder of easyGroup.

'Entrepreneurs In Dubai' will be held under the patronage of His Highness Sheikh Hamdan bin Mohammed Al Maktoum, the Chairman of Board, Mohammed Bin Rashid Establishment for Young Business Leaders.

The headline event is endorsed by the United Nations Conference On Trade and Development (UNCTAD) and Young Arab Leaders, while oil giant Shell Markets Middle East, management software experts Computer Associates and business solutions and services consultancy, Deloitte, are key sponsors.

The Middle East's leading on-line business resource AME Info, Flip Media, BBC World, Gulf Business, Saudi Research and Publishing Company, Arabian Radio Network and Dubai Radio Network have signed on as media partners for 'Entrepreneurs In Dubai.'