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Prize winner
Published by:
Hult Publishing (2013)
19 pages
Data source:
Field research
Sustainability, as it relates to both social and environmental issues, is treated very differently among companies that incorporate the subject into their business strategies. In this caselet, we explore sustainability at Unilever whose management addresses it not as a risk to be managed or cost to be avoided, but as an opportunity for competitive advantage and growth. With emerging markets as the backdrop we learn about Unilever’s Sustainable Living Plan, and what the company has done to integrate sustainability principles into its business model and build on its core competencies, such as innovative product development and marketing expertise, to realise the potential of the fast-growing emerging markets (55% of its 2012 revenues came from emerging markets compared to less than 17% of most multinationals). Issues considered are the role of corporate culture and competencies, the importance of committed and courageous leadership, the willingness to set ambitious goals, and the challenge of creating internal and external alignment around strategic goals. The caselet is particularly well-suited for discussion at a Board and management level, as well as with graduate business students in strategy, organizational change, business and society, corporate responsibility and leadership courses. This case has been featured on our website, click to view the article.
Learning objectives:
1. To instil an appreciation for understanding at a fundamental level the importance of a company’s existing values and core competencies. 2. To encourage the need for holistic and systematic thinking. 3. To reinforce the critical role of communication and transparency in building and sustaining trust, and creating alignment among various stakeholders around clearly-defined, shared goals. 4. To advance the need for bold, courageous leadership and commitment to a long term vision.
Emerging markets, Fast moving consumer goods, 2010-2013, Emerging markets estimate USD30 trillion market by 2025
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