How to create a homogeneous culture across boundaries?

Type :

Term papers

Pages :

18 pages

Format :

.doc

Published date :

12/30/2005

Category :

Business & market

Sub category :

Management

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Summary :

Introduction
1. The history of Unilever
2. Corporate culture theory
Hofstede's cultural dimension
1. Power distance
2. Uncertainty avoidance
3. Individualism-collectivism
4. Masculinity-femininity
Description of the management style
1. The Netherlands
2. Great Britain
3. Comparison between the two countries
Sociability and solidarity
1. Two dimensions and four cultures
2. Networked organization
3. Mercenary organization
4. Fragmented organization
5. Communal organization
Practical case: Unilever
1. Description of Unilever's culture
2. Similar cultural aspects
3. Adaptation of Unilever's management to local cultures
4. Harmonization of corporate culture in Unilever
Conclusion
Bibliography
Index
Appendix

Abstract

We have decided to study the company Unilever for several reasons. Firstly, Unilever is a European company that is one of the biggest multinational in the world. Secondly, as we have chosen to study the corporate culture of multinationals, Unilever presents a quite particular corporate culture. Indeed, as opposed to most of other multinationals, Unilever presents values based on human relationships and local autonomy. Finally, we had the opportunity to get an interview with a Unilever's executive called Stéphane Verhaeren. He is Brand Manager for Knorr Culinary Aids.

Unilever is an Anglo-Dutch company which owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs more than 247,000 people and had a worldwide revenue of 48 760 million euro in 2004. Unilever has two parent companies: Unilever NV in Rotterdam, Netherlands, and Unilever PLC in London, United Kingdom. The current non-executive Chairman of Unilever N.V. and PLC is Antony Burgmans while Patrick Cescau is Group Chief Executive. Unilever's major competitors include Nestle and Procter & Gamble.