Unilever's Sustainable Living Plan: Putting Sustainability at The Center of Business Strategy
| Case Code: BSTR624 Case Length: 16 Pages Period: 1929- 2021 Pub Date: 2021 Teaching Note: Available |
Price: Rs.400 Organization: Unilever Industry: Conglomerate Countries: United States Themes: Socially-responsible Business Practices, Sustainability, Competitive Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
The Birth of Unilever
Unilever PLC (Unilever), a British multinational consumer goods company, started with British soap-maker company named Lever Brothers in 1854. In the 1890s, William Hesketh (William) Lever, founder of Lever Brothers, introduced the Sunlight Soap. This was an innovative step as the company became the first to popularizes cleanliness in Victorian England. The product became popular after its success in the UK and it made Lever Brothers expand its business globally. One of the reasons of this success was the strategy that William adopted of not only focusing on selling products but also on manufacturing them. In 1872, Jurgens and Van den Bergh set up a company in the Netherlands that produced margarine. Later, in the 1920s, as there were many contenders in the margarine industry in Dutch, Jurgen and Van den Bergh decided to strengthen their company by joining another margarine manufacturer in Bohemia. In 1927, three companies including Jurgen and Van denBergh’s company got together to establish Margarine Unie located in Holland..
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