Unilever`s Purpose-led Brand Strategy: Can Alan Jope Balance Purpose and Profits?

Unilever was created in 1930 through the merger of British based soapmaker Lever Brothers Ltd. and Margarine Unie, a Dutch company. In the subsequent decades, Unilever expanded and diversified into various businesses through innovation and acquisitions, setting up advertising agencies, market research companies, and packaging businesses. In the early 1980s, Unilever changed its strategy and started focusing on core product areas in strong markets with a high growth potential. The new business strategy required large acquisitions and equally large divestments, including the sale of the animal feeds, packaging, transport, and fish farming businesses...