Essay
Question 1. Why and how did Unilever change its management strategy in Europe? Compare and contrast Unilever’s former multinational approach to strategy with the new ‘One Unilever’ strategy. Initially European integration was connected with a number of difficulties that Unilever never expected to face. The issue can easily be explained by the fact that Unilever treated European market as a single one. It happened because Unilever had the experience of operating only within the local (national) market. The need for the change of management and strategy was obvious as the company needed to acquire knowledge of the product ...
