IMD-6-0327 © 2011
Seifert, Ralf W.; Ionescu-Somers, Aileen; Braga, Tania; Strebel, Heidi
It provides a framework for discussions around the challenges of aligning supply chains behind the repositioning of a high-value brand as sustainable. It also investigates the business case for sustainable sourcing of agricultural raw materials and raises questions on the possibility to improve the economic well-being of the entire supply chain.
Learning objectives: Understand the challenges of aligning providers behind an important market transformation effort. Exemplify the predicaments of adjusting to a changing business circumstance while staying on course with long-term objectives. Change the conventional perception of business obligation in pushing forward the agenda for action on sustainable agriculture and other “mega-problems.”
Unilever Tea (A) Revitalizing Lipton’s Supply Chain Case Study Solution
Subjects: Supply chains; Sustainable agriculture; Tea; Brand development; Sustainability certification
Settings: Global ; Food & Beverage ; €39 billion revenues; 163,000 employees ; 2005-2015
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