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Unilever's Butter-Beater: Innovation for Global Diversity
- 商品編號：698017
- 商品分類：Case
- 長度：19頁
- 出版日期：1997-08-06
- 再版日期：1998-03-28
- 學門：
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.