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Prize winner
Published by: International Institute for Management Development (IMD)
Originally published in: 2011
Version: 18.04.2012
Revision date: 26-Apr-2012
Length: 14 pages
Data source: Field research

Abstract

This is part of a case series. The case documents Unilever’s journey to revitalize Lipton brand through sourcing all its tea from Rainforest Alliance Certified (TM) farms. It provides a framework for discussions around the challenges of aligning supply chains behind the re-positioning of a high-value brand as sustainable. It also explores the business case for sustainable sourcing of agricultural raw materials and raises questions on the potential to improve the economic health of the entire supply chain. Learning objectives: Understand the business case for major brands to convert to sustainable sourcing. Understand the challenges of aligning suppliers behind a major market transformation effort. Illustrate the dilemmas of adapting to a changing business context while staying on course with long-term objectives. Change the traditional perception of business responsibility in pushing forward the agenda for action on sustainable agriculture and other 'mega-issues.'
Location:
Industry:
Size:
EUR39 billion revenues, 163,000 employees
Other setting(s):
2005-2015

About

Abstract

This is part of a case series. The case documents Unilever’s journey to revitalize Lipton brand through sourcing all its tea from Rainforest Alliance Certified (TM) farms. It provides a framework for discussions around the challenges of aligning supply chains behind the re-positioning of a high-value brand as sustainable. It also explores the business case for sustainable sourcing of agricultural raw materials and raises questions on the potential to improve the economic health of the entire supply chain. Learning objectives: Understand the business case for major brands to convert to sustainable sourcing. Understand the challenges of aligning suppliers behind a major market transformation effort. Illustrate the dilemmas of adapting to a changing business context while staying on course with long-term objectives. Change the traditional perception of business responsibility in pushing forward the agenda for action on sustainable agriculture and other 'mega-issues.'

Settings

Location:
Industry:
Size:
EUR39 billion revenues, 163,000 employees
Other setting(s):
2005-2015

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