Unilever (A): Globalising the ice cream business

Marc Cortés Ricart, Josep Franch Bullich

Producción científica: Estudio de caso

Resumen

This is the first of a two-case series (500-003-1 and 500-004-1). Unilever, world market leader for the ice cream business, was competing globally with a multi-domestic strategy. At the beginning of January 1997 the company was considering globalising its ice cream operations in the 130 countries where its products were marketed. The case deals with the changes introduced at a global level, moving from multi-domestic strategy to a global strategy, unifying, internationalising and modernising the brand image for Unilever's ice cream business, analysing and thoroughly assessing the different alternatives. The implications of this change are also discussed in the case. It deals with a situation that is more and more frequent nowadays in multi-national and global companies, and with the challenges Unilever faced in its attempt to effectively introduce changes without simultaneously losing its market position in various countries and local markets. This case contains colour exhibits. "1999 EFMD European Case Writing Competition Category Winner".
Idioma originalInglés
EstadoPublicada - 1 ene 1999

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