Unilever's Butter-Beater: Innovation for Global Diversity

Christensen, Clayton M. Zobel, Jorg

  • ケース
HBP

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.

出版日
1997/08
改訂日
1998/03
領域
生産・業務管理
ボリューム
18ページ
コンテンツID
CCJB-HBS-698017
オリジナルID
9-698-017
言語
英語
翻訳
日本語