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The purpose of this chapter is to examine how a multinational enterprise (MNE) makes sense of the ‘wicked problem’ of corporate social responsibility (CSR).

We analyse the single case of an acknowledged leader in CSR, Unilever. We undertake an interpretive textual analysis of how Unilever has accounted for its progress towards greater social and environmental responsibility in its annual social and environmental reports published between 2000 and 2012.

We identify enduring themes as well as what has changed in this 12-year period. We conclude that while Unilever has made definite progress, becoming more confident and ambitious in its plans and achievements, it potentially runs the risk of reducing CSR to a ‘tame problem’ that can be solved through technical solutions that offer win-win solutions and do not challenge the economic theory of the firm.

We show the value of using the perspective of ‘wicked problems’ to understand the complexity of the CSR challenge facing the MNE.

We suggest that the current approach of measuring CSR progress has limitations and potentially negative side effects.

Our chapter offers a novel conceptualisation of CSR, as well as empirical evidence of CSR as a process of corporate sensemaking in the face of ‘wicked problems’.

This chapter examines Unilever's transformation in sustainability and corporate social responsibility (CSR) over the past decade. It tracks the author's involvement with an internal team that studied Unilever's world “outside in” and “inside out” through the engagement of over 100 organizational leaders to awaken the company for change. The case reports how Unilever embraced a “vitality mission” to align its strategies and organization around sustainability and CSR and infuse social and environmental content into its corporate and product brands. Among the innovations described are certification of the sources of sustainable fish and tea, Dove's inner-beauty campaign, and several “bottom of the pyramid” efforts. Particular attention is given to the makeover of its high-growth Asian business. The transformation is examined as a “catalytic” approach to change and discussed with reference to theories of complex adaptive systems. This raises theoretical questions about the role of top-down versus more communal leadership, the importance of mission versus vision in guiding change, and the relevance of emotive and psycho-spiritual versus more programmatic interventions in the rearchitecture of an organization as it progresses on sustainability and CSR.

Unilever uses management development (MD) as a strategic tool to help the organization meet its short and long term goals. In recent years, Unilever has undergone a process of rapid change and MD has been important in communicating that change throughout the organization and equipping staff to deal with it. Key features that have made the MD programme work in this way for Unilever were: joint ownership and responsibility (the business and the individual); identification of talent at all levels; explicit incorporation of own wishes; company interests can take precedence over group interests; one system worldwide; performance‐development related pay; and total transparency. In addition, performance development planning is highlighted as a major component of the programme.

Unilever‐Sagit is the main Italian competitor in the Italian frozen food market. The company has very recently innovated its distribution channel by creating a private Electronic Data Interchange (EDI) network. Examines the effects generated by the implementation of EDI technology on supply chain management. Discusses the theoretical aspects of the impact of EDI on strategic management of logistics and examines the Unilever‐Sagit EDI network in detail.

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.

Unilever, the giant consumer goods company, needed a new strategy and a new way of executing the strategy to reverse declining sales and profits. This paper describes how the concept of “vitality” inspired a new strategy and a new way of working through the whole organization and how its disciplined implementation over three years revived the company's competitiveness.

Modern strategy execution techniques were used to align the complex global organization and deploy the strategy to every level. Strategic choices were constrained into a one‐page common strategic framework for unity and consistency.

The restriction of strategic choices proved to be popular with executives, creating a sense of common purpose while allowing local interpretation. The disciplined execution process deployed the strategy down through every leadership team, connecting ultimately with the work‐plans of all employees. The successful execution of the strategy led directly to the improvement of sales growth, productivity, margins and cultural cohesion.

The strategy execution methodology and techniques are applicable to any organization but have most relevance to large, complex businesses.

Many research studies have shown that strategy execution is an elusive management practice and that most senior executives are disappointed with their own efforts in this area. This case study shows that disciplined strategy execution can be effective and beneficial.

The purpose of this paper is to assess the impact of smallholder supply chains on sustainable sourcing to answer the question how food and agribusiness multinationals can best include smallholders in their sourcing strategies and take social responsibility for large-scale sustainable and more equitable supply. A sustainable smallholder sourcing model with a list of critical success factors (CSFs) has been applied on two best-practise cases. In this model, business and corporate social responsibility perspectives are integrated.

The primary data of the value chain analyses of the two smallholder supply chains of a food and agribusiness multinational have been applied. Both cases were of a join research program commissioned by the multinational and a non-governmental organization using the same methods and research tools. Similarities, differences and interference between the cases have been determined and assessed in order to confirm, fine tune or adjust the CSFs.

Both cases could be conceptualized through the smallholder sourcing model. Most CSFs could be found in both cases, but differences were also found, which led to fine tuning of some CSFs: building of a partnership and effective producers organization, providing farm financing and the use of cross-functional teams in smallholder supplier development programs. It was also concluded that the smallholder sourcing model is applicable in different geographical areas.

The findings of this study are based on just two cases. More best-practise cases are recommended in order to confirm or to adjust the developed sourcing model and the CSFs.

This paper/research fills the need in sustainable supply chain management literature to study supply chains that comply with the triple bottom line concept, rather than supply chains that are just more “green.”

Ben & Jerry/Unilever raises the issues of (1) how to bring a nonbusiness culture (B&J) into a corporate culture (Unilever) while preserving the value acquired; (2) how to manage a recently acquired subsidiary whose parent company is an ocean away; (3) how, as a corporate-appointed general manager, the French general manger can gain the trust of the acquired firm; and (4) how (or even whether) to preserve the Social Responsibility (SR) aspects of the target. An additional focus might be how (or whether) to export a socially-responsible firm's values to overseas locations. The case can be positioned near the end of a PMI course, where the students can apply PMI skills in a unique ethical and cultural situation. Alternatively, it can be used in an Ethics course to highlight the challenges of maintaining an SR mission when a public global corporation acquires a local (Vermont) SR organization.

In the wake of post‐crisis South‐East Asia’s declining growth and declining per capita income, local companies are restructuring their operations and re‐evaluating their strategies along with multinational companies (MNCs). This article explores the winning market‐expansion strategies of two companies in South‐East Asia’s changed business environments – the MNC, Unilever in Indonesia; and the local company, Asia Commercial Bank (ACB) in Vietnam. The first section identifies how Asian post‐crisis business environments have changed. The next section explores the back‐to‐basics market strategy followed by the foreign MNC, Unilever. The ensuing section sketches the deliberate strategy of normal operations and transparency followed by the local ACB in Vietnam. Based on these case studies, the final section makes some recommendations for MNCs and local companies considering market‐expansion in post‐crisis Asia.