IDEAS home Printed from https://ideas.repec.org/a/brc/brccej/v7y2022i2p139-149.html
   My bibliography  Save this article

The Dimensions Of Strategy: A Study Case Of Unilever’S Responsible Umbrella Strategy

Author

Listed:
  • Andra MODREANU

    (The Bucharest University of Economic Studies, Romania)

Abstract

The strategy concept has been acknowledged as one of the most important factors that might contribute to an organization’s succes as it might be perceived an expression of the company’s ability to adapt, change and responde properly to the overall dynamic business environment. Besides understanding what a strategy is, another important topic that should be considered in order to properly comprehend the concept, is related to the question how strategies are developed? Therefore, the objective of this study is to explain the dimensions of strategy, respectively the strategy process, content and context utilizing a qualitative approach. Within this scope, an analysis of Unilever’s overall strategy has been provided, revealing the main reasons why the organization has chosen to be perceived as responsible (strategy context) and which actions have been taken by the firm in order to consolidate its company image and reputation (strategy process and strategy content). The results reveal a constant effort made by the company in order to consolidate its position in the fast-moving consumer goods market worldwide. Additionally, the results sustain that the organization has used the concept of businesses responsibility and the firm’s inheritance in a strategic manner.

Suggested Citation

  • Andra MODREANU, 2022. "The Dimensions Of Strategy: A Study Case Of Unilever’S Responsible Umbrella Strategy," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 7(2), pages 139-149.
    • Handle: RePEc:brc:brccej:v:7:y:2022:i:2:p:139-149
    as

    Download full text from publisher

    File URL: http://www.revec.ro/papers/220217.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sorin-George I. TOMA & Anca BRATU & Marin BURCEA, 2013. "When Business Strategy Meets Creativity," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 2, pages 148-153, October.
    2. Alfred D. Chandler, 1969. "Strategy and Structure: Chapters in the History of the American Industrial Enterprise," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262530090, December.
    3. Dragos TOHANEAN & Sorin-George TOMA & Ionel DUMITRU, 2018. "Organizational Performance and Digitalization in Industry 4.0," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 282-288, November.
    4. Constantiou, Ioanna D & Kallinikos, Jannis, 2015. "New games, new rules: big data and the changing context of strategy," LSE Research Online Documents on Economics 63017, London School of Economics and Political Science, LSE Library.
    5. Freek Vermeulen, 2018. "A basic theory of inheritance: How bad practice prevails," Strategic Management Journal, Wiley Blackwell, vol. 39(6), pages 1603-1629, June.
    6. Sorin-George Toma & Shinji Naruo, 2009. "Quality Assurance in the Japanese Universities," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 11(26), pages 574-584, June.
    7. Rasche, Andreas & Seidl, David, 2020. "A Luhmannian perspective on strategy: Strategy as paradox and meta-communication," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 73(C).
    8. Alexander Melnik & Kirill Ermolaev, 2020. "Strategy Context of Decision Making for Improved Energy Efficiency in Industrial Energy Systems," Energies, MDPI, vol. 13(7), pages 1-28, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andra Modreanu & Sorin-George Toma, 2023. "A Brief Analysis Of Social Media Brand Content And Strategy During The Covid-19 Pandemic," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 234-239, February.
    2. Toma Sorin-George, 2023. "How The World'S Most Innovative Countries Evolved In The Period 2020-2022," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 138-143, June.
    3. Sorin-George Toma, 2023. "The Age of Agile Enterprises," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 822-828, August.
    4. Gabriela Andrisan & Andra Modreanu, 2022. "Achieving Business Success in the Fourth Industrial Revolution: The Case of Procter & Gamble," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 482-490, September.
    5. Toma Sorin-George & Gradinaru Catalin & Modreanu Andra, 2023. "The Evolution Of The Digital Economy In Romania In The Period 2019-2022," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 205-210, December.
    6. Gabriela ANDRISAN & Andra MODREANU, 2023. "The Role Of Innovation In A Sustainable Business Model: The Case Of Allegorie," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 8(1), pages 6-13.
    7. Sorin-George Toma & Andra Modreanu, 2022. "Competing for Dominance in Global Banking," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 227-233, Decembrie.
    8. Modreanu Andra & Gabriela Nicoleta Andrisan, 2022. "An Overview Of The Typology Of Strategy," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 206-211, February.
    9. Andra Modreanu & Gabriela Nicoleta Andrișan, 2022. "The Perceptions Of Generation Z Regarding Csr Practices In Developing Countries: An Analysis Among Romanian Post- Millennials Students," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 4, pages 263-272, August.
    10. Andrisan Gabriela Nicoleta & Modreanu Andra, 2022. "Corporate Strategy: An Overview," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 242-246, February.
    11. Sorin-George Toma & Stefan Catana & Catalin Gradinaru, 2022. "Decoding the Lean Enterprise," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 762-767, September.
    12. Andrisan Gabriela Nicoleta & Modreanu Andra, 2022. "Corporate Strategy: An Overview," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 80-85, October.
    13. Stefan-Alexandru Catana & Sorin-George Toma & Catalin Gradinaru, 2022. "Circular Economy Applied to the Automotive Industry," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 516-520, September.
    14. Andra Modreanu & Gabriela Nicoleta Andrisan, 2022. "Strategic Corporate Social Responsibility and Employees: An Analysis of Romanian Post-millennials’ Perceptions," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 651-658, September.
    15. Baarda, James R., 2003. "Current Law & Economics Debates: Tools for Assessing Fundamental Cooperative Changes?," 2003 Annual Meeting, October 29 31802, NCERA-194 Research on Cooperatives.
    16. Gangopadhyay, Partha & Jain, Siddharth & Bakry, Walid, 2022. "In search of a rational foundation for the massive IT boom in the Australian banking industry: Can the IT boom really drive relationship banking?," International Review of Financial Analysis, Elsevier, vol. 82(C).
    17. Jinqiu He & Huiwen Su, 2022. "Digital Transformation and Green Innovation of Chinese Firms: The Moderating Role of Regulatory Pressure and International Opportunities," IJERPH, MDPI, vol. 19(20), pages 1-21, October.
    18. Pettus, Michael L. & Kor, Yasemin Y. & Mahoney, Joseph T., 2007. "A Theory of Change in Turbulent Environments: The Sequencing of Dynamic Capabilities Following Industry Deregulation," Working Papers 07-0100, University of Illinois at Urbana-Champaign, College of Business.
    19. Ross, Jeanne W. & Beath, Cynthia Mathis, 1944- & Goodhue, Dale L., 1994. "Generating value from infrastructure investments : an examination of client-server teams," Working papers 3674-94., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    20. Thierry Burger-Helmchen & Patrick Llerena, 2008. "A case study of a creative start-up: governance, communities and knowledge management," Journal of Innovation Economics, De Boeck Université, vol. 0(2), pages 125-146.

    More about this item

    Keywords

    strategy; strategy process; strategy content; strategy context; Unilever;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • L29 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Other
    • I31 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General Welfare, Well-Being

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:brc:brccej:v:7:y:2022:i:2:p:139-149. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Cristina GANESCU (email available below). General contact details of provider: http://www.univcb.ro/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.