Hindustan Lever (B): The Reality Check

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Prize winner

Compact case

Case

Reference no. IMD-2-0123

Subject category: Economics, Politics and Business Environment

Authors: Ulrich Steger (International Institute for Management Development (IMD)); Aileen Ionescu-Somers (International Institute for Management Development (IMD)); Wolfgang Amann (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 2005

Version: 24.04.2006

Length: 4 pages

Data source: Field research

Topics: Rural marketing; Sustainable marketing; Sustainability; Women in business; India

Share a link: https://casecent.re/p/68703

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Abstract

This is part of a case series. The (B) case shows how performance lagged behind expectations. Women dropped out of the scheme, sales decreased during the harvest season, and the system risked losing momentum. HLL needed to decide whether to wait for the system to eventually take off, or to implement changes to the complex system of interdependent variables and players. This case shows how a mere innovation, as outlined in the (A) case, is insufficient to create a sustainable model. Learning, facing reality, and giving the system time to evolve are key success factors.

Location:

India

Industry:

Consumer goods

Size:

USD50 billion in sales

Other setting(s):

2001-2005