Unilever is a multinational company formed by British and Dutch parentage. Unilever owns many of the world’s consumer brands food, beverages, cleaning agents and personal care products. Unilever owns more than 400 brands as a result of acquisitions; however, the company focuses mainly on "billion-dollar brands", 13 brands which each achieve annual sales in excess of €1 billion. Unilever's top 25 brands account for more than70% of sales. Unilever is a dual-listed company consisting of Unilever NV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to the reunified structure. Both Unilever companies have the same directors and effectively operate as a single business. As Unilever is a multinational company and the biggest company in the consumer products they have competitors such as Proctor and Gamble, Nestle, Kraft Foods, Mars etc. Unilever Group was founded in 1890s by William Hesketh lever in England. Legally Unilever was found in 1930 from two companies. It was a full business merger, operating as a single business entity from two separate legal parent companies was maintained: Unilever NV (Netherlands) and Unilever PLC (UK). This works through an equalization agreement and other contracts between two companies. Unilever has 400 brands which cover 14 categories of home, personal care and food products. Unilever categories in 4 major components i.e. Home care18%, savory and dressings 35%, personal care 28%, ice-creams 19%.Unilever is one of the leading companies in manufacturing products. Unilever nearly invests 1billion euros every year in research and development to meet changing tastes, lifestyles and expectations. Unilever has strong roots in local markets to introduce their products at a local level. Unilever strongly believes that conducting business in a responsible way creates a positive social impact. Unilever invests in local economies and develops people’s skills within the organizations and the communities around them through their products. Unilever employs 179,000 people around 150 countries worldwide and supports thousands of jobs for local suppliers, contractors and distributors.
“Touching hearts, changing lives”
Our mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and
personal care with brands that help people look good, feel good and get more out of life.
2. Organizational culture of Unilever
A system of shared meaning held by members that distinguishes the organization from others organization.
2.1 Key Characteristics of unilever Corporate Culture
a) innovation and Risk Taking
b) Attention to Detail
c) Outcome Orientation
d) People Orientation
e) Team Orientation
2.2 Types of Corporate Culture of Unilever
a) Authoritarian culture
b) Participative culture
c) Mechanistic culture
d) Organic culture
e) Sub-cultures and Dominant culture
f) Networked Culture
g) Fragmented Culture
h) Communal Culture
2.3 Unilever Corporate Culture – Input and Output
a) Product of action, i.e., input.
b) Element of future action, i.e., output.
c) Culture is the product of socio-technical systems.
d) Management strategies, structures, procedures, etc. influence culture.
e) Culture can be self-perpetuating and highly resistant to change
2.4 Cultural Road-map of Unilever
In order to achieve this end, multinational companies often find it useful to follow a cultural integration road-map which allows a systematic assessment of the current situation and the development of the desired culture. This is typically done by exploring leader and employee perceptions of the current organizational assumptions, values, norms and behaviors according to...