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Publications
Publications
  • 2010
  • Book

Renewing Unilever: Transformation and Tradition

By: G. Jones
  • Format:Print
  • | Language:Turkish
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Abstract

Unilever's brands can now be found in one out of every two households in the world. This arresting and impressive fact shows the scope and scale of this unique global corporation. Geoffrey Jones, a leading business historian from the Harvard Business School, takes us inside this corporation, which from its origins in Britain and the Netherlands has become a worldwide manufacturer of fast-moving consumer products. Unilever's operations cover food and home and personal care, and its brands include Lipton Tea, Hellmann's, Bird's Eye, Wall's, Ben and Jerry's, Surf, Domestos, Comfort, Dove, Sunsilk, Pond's, Signal, Axe, and Calvin Klein. In particular the book focuses on the evolution of the company over the last half century. Managing such a firm in the era of globalization posed enormous challenges. The book covers the company's strategies and provides compelling evidence of its decision making, marketing, brand management, innovation, acquisition strategies, corporate culture, and human resource management. The author has had full access to corporate archives and executives and provides us with a unique insight into the workings and strategies of one of the world's oldest and largest multinationals.

Keywords

Business History; Business Growth And Maturation; Multinational Firms And Management; Corporate Strategy; Organizational Culture; Globalization; Brands And Branding; Consumer Products Industry

Citation

Jones, G. Renewing Unilever: Transformation and Tradition. Istanbul: Turkiye Is Bankasi Kultur Yayinlari, 2010, Turkish ed.

About The Author

Geoffrey G. Jones

General Management
→More Publications

More from the Author

    • 2021
    • Faculty Research

    International Business History and the Strategy of Multinational Enterprises: How History Matters

    By: Geoffrey Jones and Teresa da Silva Lopes
    • 2021
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    Bollywood, Skin Color and Sexism: The Role of the Film Industry in Emboldening and Contesting Stereotypes in India after Independence

    By: Sudev Sheth, Geoffrey Jones and Morgan Spencer
    • December 2020
    • Faculty Research

    George Soros: The Stateless Statesman

    By: Geoffrey Jones and Grace Ballor
More from the Author
  • International Business History and the Strategy of Multinational Enterprises: How History Matters By: Geoffrey Jones and Teresa da Silva Lopes
  • Bollywood, Skin Color and Sexism: The Role of the Film Industry in Emboldening and Contesting Stereotypes in India after Independence By: Sudev Sheth, Geoffrey Jones and Morgan Spencer
  • George Soros: The Stateless Statesman By: Geoffrey Jones and Grace Ballor
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