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Author: David Austen-Smith Publisher: ISBN: 9781526449443 Category : Marketing Languages : en Pages :
Book Description
This case walks students through the types of dilemmas that executives face in the real world. Dove and Axe are two highly successful brands owned by Unilever, a portfolio company (www.unilever.com). Dove is a female-oriented beauty product brand that exhorts "real beauty" and not the unachievable standards that the media portrays. In contrast, Axe is a brand that purportedly "gives men the edge in the mating game." Axe's risqué commercials portray the supermodel-type beauty ideal that Dove is trying to change.Unilever had always been a company of brands, i.e., the consumer knew the brands but not the company. Recently, however, the company attempted to unify with an umbrella mission for all of its brands. This change would turn Unilever into a company with brands, potentially increasing consumer awareness and encouraging cross-purchases between the different brands. However, this new strategy raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe.
Author: David Austen-Smith Publisher: ISBN: 9781526449443 Category : Marketing Languages : en Pages :
Book Description
This case walks students through the types of dilemmas that executives face in the real world. Dove and Axe are two highly successful brands owned by Unilever, a portfolio company (www.unilever.com). Dove is a female-oriented beauty product brand that exhorts "real beauty" and not the unachievable standards that the media portrays. In contrast, Axe is a brand that purportedly "gives men the edge in the mating game." Axe's risqué commercials portray the supermodel-type beauty ideal that Dove is trying to change.Unilever had always been a company of brands, i.e., the consumer knew the brands but not the company. Recently, however, the company attempted to unify with an umbrella mission for all of its brands. This change would turn Unilever into a company with brands, potentially increasing consumer awareness and encouraging cross-purchases between the different brands. However, this new strategy raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe.
Author: David Austen-Smith Publisher: ISBN: Category : Branding (Marketing) Languages : en Pages : 8
Book Description
Dove and Axe were two highly successful brands owned by Unilever, a portfolio company. Dove was a female-oriented beauty product brand that exhorted "real beauty" and not the unachievable standards that the media portrayed. In contrast, Axe was a brand that purportedly "gives men the edge in the mating game." Their risqué commercials always portrayed the supermodel-type beauty ideal that Dove was trying to change. Unilever had always been a company of brands where the consumer knew the brands but not the company, but recently there had been the idea to unify the company with an umbrella mission for all of its brands. This would turn Unilever into a company with brands, potentially increasing consumer awareness and encourage cross-purchases between the different brands. However, this raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe. The case begins with COO Alan Jope anticipating an upcoming press meeting in New York City to discuss Unilever's current (i.e., 2005) performance and announce Unilever's decision to create an umbrella mission statement for the company. This case focuses on the central question of whether or not consistency between brand messages is necessary or inherently problematic. The Unilever's Mission for Vitality case was created to help students and managers develop an appreciation for how the values underlying a marketing campaign can affect and alter an organization's culture. The case focuses on how two products and marketing campaigns that express conflicting underlying values (as reflected in the Dove Real Beauty and the Axe Effect campaigns) within the same corporation can give rise to a number of unintended organizational and marketing complications.
Author: Jeroen Smit Publisher: Anthem Press ISBN: 1839988932 Category : Business & Economics Languages : en Pages : 479
Book Description
When Paul Polman became the CEO of the multinational Unilever in 2009, he set out on a quest to convince his colleagues, his board, and the outside world that companies do not have the right to exist if their only purpose is making money. More importantly, he set out to prove that a company could in fact be both profitable and sustainable. The Great Battle or The Lonely Quest of Unilever's CEO Paul Polman investigates how Polman navigated between making money and doing the right thing. Smit convincingly argues that Polman was too far ahead of his time, but that his ideas about responsible capitalism are the very thing we need to turn the tide.
Author: Myriam Sidibe Publisher: Routledge ISBN: 1000069230 Category : Business & Economics Languages : en Pages : 297
Book Description
Winner of the Bronze 2021 AXIOM Business Book Award in the category of Philanthropy / Nonprofit / Sustainability. Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers. Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organisations can follow to build purpose into their growth strategy – and shows how to bridge the gap between Brand Say and Brand Do. Readers will learn from the real experts in the field: how Paul Polman, former CEO of Unilever, built purpose into the DNA of his company; what keeps Alan Jope (new CEO, Unilever) and Emmanuel Faber (CEO, Danone) awake at night; and how brand developers from Durex, Dove, Discovery and LIXIL have made choices and the reasons behind them. In this book you will learn how a soap brand Lifebuoy taught one billion people about hygiene, how a beer is tackling gender-based violence, and how a toothpaste is tackling school absenteeism amongst many others. Renowned experts like Peter Piot (Director, London School of Health and Tropical Medicine), Michael Porter (Professor, Harvard School of Business), Jane Nelson (Director, Corporate Responsibility Initiative, Harvard Kennedy School) and Susie Orbach (leading feminist and formerly professor, London School of Economics) also share examples, data and their everyday experiences of helping corporates create a culture of purpose. And leading NGOs and UN experts like Lawrence Haddad (Executive Director, GAIN) and Natalia Kanem (Executive Director of UNFPA) will recount how the public and private sector have worked together to create an accelerated path to reaching the Sustainable Development Goals by 2030. The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.
Author: B. Googins Publisher: Springer ISBN: 0230609988 Category : Business & Economics Languages : en Pages : 287
Book Description
The authors have conducted extensive research into the role of business in public life. This book takes a practice-oriented look at corporate citizenship, and uses real, behind the scenes examples from well-known companies to show that for many firms social responsibility is becoming more integrated into corporate strategy.
Author: Rik Riezebos Publisher: Routledge ISBN: 1136627103 Category : Business & Economics Languages : en Pages : 206
Book Description
This innovative short text provides an in-depth, step-by-step description of all that an aspiring brand manager needs to know, in order to maximise the potential of their brands.
Author: Susan Albers Mohrman Publisher: Emerald Group Publishing ISBN: 0857245570 Category : Business & Economics Languages : en Pages : 262
Book Description
Based on rich empirical data about cases of organizations working to build a more sustainable future, this volume tests the applicability of the formal knowledge base about management and organizations, while refining, modifying and extending it to increase its usefulness in addressing the challenges of organizing for sustainable effectiveness.
Author: Steve Arneson Publisher: Berrett-Koehler Publishers ISBN: 1605098280 Category : Business & Economics Languages : en Pages : 636
Book Description
Arneson was named one of America’s top leadership consultants by Leadership Excellence magazine in 2008 Enables leaders at all levels to design a complete self-directed leadership development program Concise, accessible, practical and flexible Leadership training can be inconsistent in the best of times. In tough economic times it’s often one of the first things that even the most progressive companies cut back on. And you can’t necessarily depend on finding that mentor you’ve been looking for either. Now more than ever, if you’re going to advance your career you need to lift yourself up by your own bootstraps. But not entirely: Steve Arneson is here to give you a boost. In Bootstrap Leadership Arneson, one of America’s top leadership coaches, offers a complete blueprint for designing your own personal leadership development program. In fifty brief, to-the-point chapters he provides practical ideas and techniques that have been proven successful in his work with executives at Fortune 500 companies like AOL, PepsiCo and Capital One. Surprisingly, most of these ideas cost nothing to implement, nor do they require any elaborate equipment or infrastructure—they’re open to anyone with sufficient initiative, drive and ambition. The chapters are entirely self-contained and can be read in any order and at any pace. You can read one a week and you’ll have a comprehensive year-long self-improvement program (with two weeks off for vacation). Or you can choose a chapter that speaks to a particular challenge you’re facing at work or one that just seems intriguing. There’s a self-assessment at the beginning of the book to suggest specific chapters that fit your developmental needs. No one is going to just hand that next promotion. You have to earn it by developing and demonstrating your leadership skills. And ultimately it’s not just about you—true leaders make everyone around them better. Bootstrap Leadership shows you how.
Author: Rodrigue Fontaine Publisher: John Wiley & Sons ISBN: 111855308X Category : Business & Economics Languages : en Pages : 208
Book Description
Fascinating insights into modern strategic management from an Islamic perspective While strategic management is a cornerstone of any MBA program, it's almost always taught from conventional theories and typically American case studies. This book takes those traditional theories and interprets them from an Islamic perspective using more international case studies. Though primarily intended as a textbook for business students, the book is also extremely useful for any Muslim business leaders who want to transform their businesses while complying with Shariah, with a particular focus on developing corporate cultures and structures in sync with Islamic values. Offers a critical review of conventional strategic management theory, suggesting more effective alternatives based on a combination of conventional and Islamic theories Includes international case studies, each with a particularly Islamic angle Written by a successful author team that has written extensively on the subject of business management from an Islamic perspective
Author: Robert Potter Publisher: Routledge ISBN: 1317638794 Category : Social Science Languages : en Pages : 1160
Book Description
Now in its fourth edition, Geographies of Development: An Introduction to Development Studies remains a core, balanced and comprehensive introductory textbook for students of Development Studies, Development Geography and related fields. This clear and concise text encourages critical engagement by integrating theory alongside practice and related key topics throughout. It demonstrates informatively that ideas concerning development have been many and varied and highly contested - varying from time to time and from place to place. ? Clearly written and accessible for students, who have no prior knowledge of development, the book provides the basics in terms of a geographical approach to development what situation is, where, when and why. Over 200 maps, charts, tables, textboxes and pictures break up the text and offer alternative ways of showing the information. The text is further enhanced by a range of pedagogical features: chapter outlines, case studies, key thinkers, critical reflections, key points and summaries, discussion topics and further reading. ? Geographies of Development continues to be an invaluable introductory text not only for geography students, but also anyone in area studies, international studies and development studies.
Author: David Austen-Smith
Author: David Austen-Smith
Author: David Austen-Smith
Author: Jeroen Smit
Author: Myriam Sidibe
Author: B. Googins
Author: Rik Riezebos
Author: Susan Albers Mohrman
Author: Steve Arneson
Author: Rodrigue Fontaine
Author: Robert Potter