Unilever Indonesia: Linking business strategy to job creation
The case primarily focuses on a new business model that Unilever Indonesia developed, which linked its business strategies to wealth creation and social responsibility within Indonesia. Through a number of partnerships with government and teaching institutions, it was possible to launch a new franchise operation manned with newly trained entrepreneurs (Project Small). The initiative represented a considerable departure from PT Unilever Indonesia’s traditional market niches and channels, and brought with it certain elements of risk and exposure for the company.
November 2000 to July 2001
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Case reference: IMD-2663 ©2025
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