Case | HBS Case Collection | 1998 (Revised from original 1997 version)

Unilever's Butter-Beater: Innovation for Global Diversity

by Clayton M. Christensen and Jorg Zobel
 

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.

Keywords: Growth Management; Brands and Branding; Product Development; Mergers and Acquisitions; Local Range; Cross-Cultural and Cross-Border Issues; Marketing Strategy; Multinational Firms and Management; Innovation and Management; Food; Conflict Management; Food and Beverage Industry; Manufacturing Industry; Europe;

Language: English Format: Print 18 pages Purchase

Citation:

Christensen, Clayton M., and Jorg Zobel. "Unilever's Butter-Beater: Innovation for Global Diversity." Harvard Business School Case 698-017, March 1998. (Revised from original August 1997 version.)

About the Author

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Clayton M. Christensen
Kim B. Clark Professor of Business Administration
General Management

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