Unilever in Emerging Markets

Abstract

Abstract

Cultural diversity may enable a firm to compete more effectively in international markets. Culturally diverse top management teams often have a greater knowledge of international markets. Unilever's success has been influenced by the major events of the day – economic boom, depression, world wars, changing consumer lifestyles and advances in technology. Today, Unilever still believes that success means acting with 'the highest standards of corporate behavior towards our employees, consumers and the societies and world in which we live'. Over the years we've launched or participated in an ever-growing range of initiatives to source sustainable supplies of raw materials, protect environments, support local communities and much more. Through this timeline, the brand portfolio has evolved. At the beginning of the 21st century, Path to Growth strategy focused on global high-potential brands with mission has taken company into a new phase of development.

Keywords: strategy, global strategy, international markets