Renewing Unilever. Transformation and tradition

Notes:

Winner of the Wadsworth Prize for Business History, 2005. Scholarly account and winner of Wadsworth Prize for Business History. Commissioned by the firm to succeed earlier scholarly histories and covers years 1965-90. The writer states that 'Unilever's history offers compelling insights into the part played by large corporations in the great changes of recent decades, and provides answers to key questions about the process. How did large multinational firms such as Unilever arise, who runs them, and what are their aims? How do firms allocate resources between products and between the different countries in which they operate? How do they organize themselves? How can such enormous and diverse companies function? What kind of choices are made between the interests of shareholders, employees, suppliers and customers? What are the implications of such firms as Unilever? Do they follow fashion and tastes, or create them? Are they responsible for a wasteful, image obsessed consumer society, or have they played a beneficial role in providing consumers with choice? Have such firms improved, through their research and development, the lives of millions of consumers, or have they distorted consumption patterns? In essence, have they enhance global welfare or detracted from it?' In two parts: 1] deals with 'strategy and performance chronologically - 'Managing diversity, 1965-73', 'New and old worlds, 1974-1983', 'Rethinking Unilever, 1984-90'; 2] deals with dynamics and routine - 'Adding value. Marketing and brands'; 'Risk and reward in emerging markets'; 'Trading, plantations and chemicals'; 'Human resources'; 'Corporate culture'; 'Innovation'; 'Acquisitions and divestment'; 'Corporate image and voice'. Includes much about central issues re business history, viz: multinational businesses; brands & marketing; corporate governance; corporate culture; environmental issues; human resources; innovation; research & development; mergers & acquisitions. Covers, inter alia, following industries inc manufacture and marketing, viz: soap & detergents; personal care products; beverages notably tea; frozen foods; oils & fats; margarine; ice cream; etc