Unilever's vital shift in direction: New mission transforms lumbering giant

Abstract

Purpose

The aim of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the article in context.

Findings

All organizations have, from time to time, to face a major change in direction. For whatever reason – from changing market conditions to accepting that a structure once fit for purpose is no longer appropriate for current times – they have to plan a new course. Facing a new strategic direction can be tough, especially for a company, which has found success in the past relatively straightforward. Another problem is that some paths can lead you the wrong way, even up a blind alley, and you have to be nimble enough to change direction again.

Practical implications

The piece provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2012), "Unilever's vital shift in direction: New mission transforms lumbering giant", Strategic Direction, Vol. 28 No. 2, pp. 6-8. https://doi.org/10.1108/02580541211198364