Unilever in Emerging Markets

Lim Sanny



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




Barlett, C. and Ghoshal,S. “Managing Across Borders “. Havard Business School Press :, MA. Boston. 1989

Fred R.David. “Strategic Management : Concepts and Cases”, 10th ed. Prentice Hall. 2004

Ireland, R.D.; R.E. Hoskisson & M.A. Hitt . The Management of Strategy : Concepts & Cases. 8th Edition. South-Western Cengage Learning.

Jarillo, J.C.&J.I.Martines.“Different Role for Subsidiaries : Case of Multinational Corporations in Spain”. Strategic Management Journal. 11, 501-512. 1990

London,T. & S.L.Hart. “Reinventing Strategies for Emerging Markets : Beyond the Transnational Model”. Journal of International Business Studies. 35. 2004

Porter,M.E. “The Competitive Advantage of Nations”, The Free Press : New York. 1990

Prahalad,C.K. and Hart,S.L. “The end of corporate imperialism”. Havard Business Review. 76(4):68-79. 1998


  • There are currently no refbacks.