Subject category:
Production and Operations Management
Published by:
Harvard Business Publishing
Version: 28 March 1998
Length: 19 pages
Data source: Field research
Abstract
Unilever, one of the world's largest food product manufacturers, has achieved impressive growth in Europe, primarily by acquiring local food companies. Initially Unilever allowed each acquired company to manage its own product development in a way that was tailored to local tastes and competition. This case describes the struggles that European managers confronted in trying to establish stronger central direction over Pan-European product development, branding, and marketing.
Location:
Industries:
Size:
USD50 billion revenues, 200,000 employees
Other setting(s):
1992-1997
Subject category:
Production and Operations Management
Published by:
Harvard Business Publishing
Length: 8 pages
About
Abstract
Unilever, one of the world's largest food product manufacturers, has achieved impressive growth in Europe, primarily by acquiring local food companies. Initially Unilever allowed each acquired company to manage its own product development in a way that was tailored to local tastes and competition. This case describes the struggles that European managers confronted in trying to establish stronger central direction over Pan-European product development, branding, and marketing.
Settings
Location:
Industries:
Size:
USD50 billion revenues, 200,000 employees
Other setting(s):
1992-1997
Related
Subject category:
Production and Operations Management
Published by:
Harvard Business Publishing
Length: 8 pages