spacer
spacer search


ornapeppermint.com

Search
spacer

Active Image

 
  header
Main Menu
Home
DON'T SAY I DO
Q&A DON'T SAY I DO
WHY DON'T SAY I DO
Book Reviews
Essays
Reviews
Case Studies
Translations
HapilBook
Poems
Pictures
Photos
Opinion
Articles
Links
Also on
Facebook Don't Say
Feminism & Beyond
tumblr.com
Don't Say I Do! Blog
twitter.com
New Horizon Press
rudyagency.com
PagesIturn
Abstract-Salon
The Carnage Report
Alan Caruba
Blogger Buzz
Book Verdict
Library Journal
The Carnage Opinion
fivestarreviews
Stumblupon
techavenue buzz
readbookreviews
The Carnage Videos
Marriage Decline
T.J. Book Reviews
single by choice
briefingwire
prlog2
Administrator
Statistics
OS: Linux p
PHP: 5.2.17
MySQL: 5.5.33-log
Time: 03:49
Caching: Disabled
GZIP: Disabled
Visitors: 482351
 
Home > Case Studies

Case Studies
Unilever a Case Study: Toward a Coherent Corporate Identity
Written by Orna Gadish   

Unilever a Case Study: Toward a Coherent Corporate Identity
Author: Orna Gadish, M.Sc.

Case Objective

In order to create a solid and affirmative reputation in front of corporation's constituencies—the consumers, community, investors, and employees (Argenti 83)—a global multinational corporation in the twenty first century should shape a positive corporate identity, craft an inspirational corporate vision, embark on careful corporate branding, and implement a consistent and coordinated self presentation (Argenti 71). The following case in corporate communication illustrates that unless systematic strategic plan and coordinated corporate identity approaches are implemented by an aligned management in business (Arons), a corporation cannot thrive in the global age—as corporation's reputation (outcome variable) is largely dependent upon and determined by a centralized corporate management (predictor variable) and its corresponding coherent corporate image, identity, and vision, which are products of communication strategy (predictor variable). Analysis of Unilever's case study will stress issues of diversified against centralized corporate strategies and will

promote the centralized corporate model as the most effective paradigm for multinational corporations striving to adapt in the global age.

Executive Summary

Building a corporate identity is a part of reputation management (outcome) that organizations can control completely (Argeni 70) through successful corporate management (predictor) and communication strategy (predictor). Before 1984, Unilever, one of the world's largest multinational consumer goods corporations, implemented a decentralized corporate management and a corresponding diversified corporate identity that was actually the prevalent fashion in business (imposed on managers, consultants, and opinion makers) in the course of the twentieth century (Jones, "Unilever: Transformation and Tradition"). Following consequential compromise in corporate reputation and persisting commercial under-performance, the company realized that managerial diseconomies of widely diversified businesses, in addition to indistinct corporate identity, image, and vision might have contributed to such negative results. Observing the benefits of a consistent corporate identity approach, in the years following 1984, Unilever decided to undergo a dramatic change. The company undertook a coherent corporate identity approach, disposed its low-margin businesses and acquired key ones in the US, pushed toward corporate re-branding (in its products, services, and identical web presence), adapted to the global sustainability and the social trends, and overall, changed its culture from a company that tolerates under-performance to a company that does not (Jones, "Unilever: Transformation and Tradition"). This revolution gradually turned Unilever from a fragmented under-performer in the international market to a top ranking consumer products giant with coherent corporate identity and image and focused mission and vision (Magus).

All rights for this case study reserved to Orna Gadish. If you are interested to learn more, quote or use this original case study in your graduate studies, such as MBA, please contact the author by email mustbu at gmail.com and the full article will be delivered to your mailbox. Quote this case (MLA):

Gadish, Orna. "Unilever a Case Study: Toward a Coherent Corporate Identity" WebCT, NJ (2009). ornapeppermint.com.

 

 



 
spacer
Donate Via Paypal

Enter Amount:

Free Babylon תרגם חינם עם בבילון

© 2017 ornapeppermint.com
Joomla! is Free Software released under the GNU/GPL License.
spacer