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Unilever defends world-view: `globalisation is good,' insists the group's chairman.

Document Cited in Related
Vincent
AuthorKinsella, Rebecca
PositionGlobalisation

Global brands do not lead to an undifferentiated mass of world citizens without local cultures; they simply provide better value for the customer, according to Richard Greenhalgh, chairman of consumer goods giant Unilever UK.

Speaking at the Institute of Directors' 2002 annual convention last month, he denied that globalisation was hampering the developing world and claimed that the wealth of employment opportunities it created was a theme that Unilever heard constantly from employers and governments in emerging economies. "They want more globalisation, more investment and more economic growth, not less," he said.

Greenhalgh insisted that consumers worldwide selected goods and services on the usual criterion of value for money, not because they were global, regional, national or local products.

Unilever is pursuing a growth strategy based on pruning a large number of secondary brands in order to focus on a smaller number of leading names (see "Efficiency driver", FM May 2002). These brands, including Cif, Lipton, Dove and Birds Eye Wall's, account for 90...

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