UNILEVER’S FOCUS ON SUSTAINABILITY (Illustration Capsule 9.4)How has the Unilever Sustainable Living Plan (USLP) for implementing its comprehensive triple-bottom-line approach toward sustainable farm management affected the company’s long-term profitability?What place in business thinking should sustainability occupy in strategic planning that seeks to maximize profits?What internal forces could mitigate against pursuing sustainability goals if benchmark indices are controlled by external parties?

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How has the Unilever Sustainable Living Plan (USLP) for implementing its comprehensive triple-bottom-line approach toward sustainable farm management affected the company’s long-term profitability?

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter17: Advertising And Public Relations

Section17.2: Greenwashing Harms Companies And Consumers

Problem 1C

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Concept explainers

Foreign Market Entry

Foreign market entry allows firms to sell their goods and services in the international market and expand their business in non-domestic markets. There are many foreign market entry strategies. A firm must take into account internal and external determinants while choosing the appropriate foreign market entry strategy. Few internal determinants include the firms’ objectives and global exposure, and the company’s financial and human resources. The external determinants include marketing, shipping, transportation costs, and degree of political, economic, and operational risks. Also, they involve the market size, competition level, and government laws of the targeted foreign market.

Question

UNILEVER’S FOCUS ON SUSTAINABILITY (Illustration Capsule 9.4)

How has the Unilever Sustainable Living Plan (USLP) for implementing its comprehensive triple-bottom-line approach toward sustainable farm management affected the company’s long-term profitability?
What place in business thinking should sustainability occupy in strategic planning that seeks to maximize profits?
What internal forces could mitigate against pursuing sustainability goals if benchmark indices are controlled by external parties?

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