Sustainability as Opportunity: Unilever’s Sustainable Living Plan

Joanne Lawrence, Andreas Rasche, Kevina Kenny

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

Abstract

Sustainability, as it relates to both social and environmental issues, is treated very differently among companies that incorporate the subject into their business strategies. In this case, we explore sustainability at Unilever whose management addresses it not as a risk to be managed or cost to be avoided, but as an opportunity for competitive advantage and growth. With emerging markets as the backdrop, we learn about Unilever’s Sustainable Living Plan, and what the company has done to integrate sustainability principles into its business model and build on its core competencies, such as innovative product development and marketing expertise, to realise the potential of the fast-growing emerging markets (57% of its 2014 revenues came from emerging markets compared to less than 17% of most multinationals). Issues considered are the role of corporate culture and competencies, the importance of committed and courageous leadership, the willingness to set ambitious goals, and the challenge of creating internal and external alignment around strategic goals.
Sustainability, as it relates to both social and environmental issues, is treated very differently among companies that incorporate the subject into their business strategies. In this case, we explore sustainability at Unilever whose management addresses it not as a risk to be managed or cost to be avoided, but as an opportunity for competitive advantage and growth. With emerging markets as the backdrop, we learn about Unilever’s Sustainable Living Plan, and what the company has done to integrate sustainability principles into its business model and build on its core competencies, such as innovative product development and marketing expertise, to realise the potential of the fast-growing emerging markets (57% of its 2014 revenues came from emerging markets compared to less than 17% of most multinationals). Issues considered are the role of corporate culture and competencies, the importance of committed and courageous leadership, the willingness to set ambitious goals, and the challenge of creating internal and external alignment around strategic goals.
LanguageEnglish
Title of host publicationManaging Sustainable Business : An Executive Education Case and Textbook
EditorsGilbert G. Lenssen, N. Craig Smith
Place of PublicationDordrecht
PublisherSpringer Science+Business Media
Date2019
Pages439-459
Chapter21
ISBN (Print)9789402411423
ISBN (Electronic)9789402411447
DOIs
StatePublished - 2019

Bibliographical note

CBS Library does not have access to the material

Cite this

Lawrence, J., Rasche, A., & Kenny, K. (2019). Sustainability as Opportunity: Unilever’s Sustainable Living Plan. In G. G. Lenssen, & N. C. Smith (Eds.), Managing Sustainable Business: An Executive Education Case and Textbook (pp. 439-459). Dordrecht: Springer Science+Business Media. DOI: 10.1007/978-94-024-1144-7_21
Lawrence, Joanne ; Rasche, Andreas ; Kenny, Kevina. / Sustainability as Opportunity : Unilever’s Sustainable Living Plan. Managing Sustainable Business: An Executive Education Case and Textbook. editor / Gilbert G. Lenssen ; N. Craig Smith. Dordrecht : Springer Science+Business Media, 2019. pp. 439-459
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Lawrence, J, Rasche, A & Kenny, K 2019, Sustainability as Opportunity: Unilever’s Sustainable Living Plan. in GG Lenssen & NC Smith (eds), Managing Sustainable Business: An Executive Education Case and Textbook. Springer Science+Business Media, Dordrecht, pp. 439-459. DOI: 10.1007/978-94-024-1144-7_21

Sustainability as Opportunity : Unilever’s Sustainable Living Plan. / Lawrence, Joanne; Rasche, Andreas; Kenny, Kevina.

Managing Sustainable Business: An Executive Education Case and Textbook. ed. / Gilbert G. Lenssen; N. Craig Smith. Dordrecht : Springer Science+Business Media, 2019. p. 439-459.

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

TY - CHAP

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PY - 2019

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AB - Sustainability, as it relates to both social and environmental issues, is treated very differently among companies that incorporate the subject into their business strategies. In this case, we explore sustainability at Unilever whose management addresses it not as a risk to be managed or cost to be avoided, but as an opportunity for competitive advantage and growth. With emerging markets as the backdrop, we learn about Unilever’s Sustainable Living Plan, and what the company has done to integrate sustainability principles into its business model and build on its core competencies, such as innovative product development and marketing expertise, to realise the potential of the fast-growing emerging markets (57% of its 2014 revenues came from emerging markets compared to less than 17% of most multinationals). Issues considered are the role of corporate culture and competencies, the importance of committed and courageous leadership, the willingness to set ambitious goals, and the challenge of creating internal and external alignment around strategic goals.

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Lawrence J, Rasche A, Kenny K. Sustainability as Opportunity: Unilever’s Sustainable Living Plan. In Lenssen GG, Smith NC, editors, Managing Sustainable Business: An Executive Education Case and Textbook. Dordrecht: Springer Science+Business Media. 2019. p. 439-459. Available from, DOI: 10.1007/978-94-024-1144-7_21