Unilever Re-examines Emerging Markets Strategy

Abigail Keene-Babcock — Mon, 04 Feb 2008 11:37:02 -0500

January 31, 2008 - 23:00, Economist.com

The legacy that got left on the shelf

Story Link: http://www.economist.com/displaystory.cfm?story_id=10601552

Teaser:
When a consumer-goods company casts around for the best growth prospects, rarely does anything look more promising than emerging economies. These markets are growing so rapidly that within just two years they will account for half of all the world's consumer spending, estimates Harish Manwani, head of the Asian and African businesses of Unilever, a giant of the world's consumer-goods industries. But even with more than a century of experience in some of these countries, Unilever tripped up.

When a consumer-goods company casts around for the best growth prospects, rarely does anything look more promising than emerging economies. These markets are growing so rapidly that within just two years they will account for half of all the world's consumer spending, estimates Harish Manwani, head of the Asian and African businesses of Unilever, a giant of the world's consumer-goods industries. But even with more than a century of experience in some of these countries, Unilever tripped up.

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Unilever Re-examines Emerging Markets Strategy