Unilever’s Butter-Beater: Innovation for Global Diversity

CASE : Unilever’s Butter-Beater: Innovation for Global Diversity
This case illustrates product development in a major multinational.

Discussion Questions:
1. How effective are the Category Boards and Innovation Centers?

2. Is Brodewijk correct in thinking that Unilever operations are subscale and inefficient?

3. Why did Krona succeed in Germany?

4. Can Krona succeed in the Netherlands? In the United Kingdom?

5. What are the organizational issues in rolling out the product across Europe?

6. Is the strategy of a Europe-wide alternative spread not feasible?


March 25 Unilever’s butter-beater

What is your assessment of the current status of Krona product?
What is your understanding of the exhibits 4, 5 and 6?
What are the fundamental reasons why other country organizations did not embrace the Krona concept with enthusiasm? Go beyond the obvious differences of customer taste.
What changes in the product development process and organization structure would you recommend to avoid similar difficulties in the development and introduction of future new global products? What motivation tools would you put in place? What is the role of top management in such a transformation?