The changing face of Unilever: Out with the old and in with the new

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Pop into most convenience stores or supermarkets around the world and you will invariably find the shelves stocked with items manufactured by Unilever. Then again, the Anglo‐Dutch giant would be pretty difficult to avoid given its proliferation of brands within the food, household and personal care product categories. However, not every picture tells the whole story and that's the situation here. The seeming omnipresence of this organization belies concern over sales and profit levels and its struggle to balance local and global perspectives. Much speculation has surrounded Unilever's failure to match the performance levels of major competitors like Procter & Gamble (P&G) and Nestlé. Sure, the organization has managed to post some respectable figures. But it has been an ongoing struggle to achieve comparable levels of sales and profit growth simultaneously.

Originality/value

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Citation

(2009), "The changing face of Unilever: Out with the old and in with the new", Strategic Direction, Vol. 25 No. 5, pp. 24-27. https://doi.org/10.1108/02580540910952073