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Case Study

Unilever Indonesia: Linking business strategy to job creation

By Ulrich Steger and Aileen Ionescu-Somers

16 pages

December 2001

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Reference: IMD-3-1042

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.

Keywords

Social Responsibility, New Business

Settings

Indonesia
November 2000 to July 2001

Type

Field Research

Available Languages

English

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