02893nam a22005051i 4500 000709982 CaToSAGE 20240202172917.0 20180103162434.3 m|||||o||d|||||||| cr ||||||||||| 180103r20072007enka fo 000 0|eng|d NEZPRACOVANÝ IMPORT 9781526449443 (ebook) : No price (OCoLC)1023541220 CaToSAGE eng CaToSAGE rda pn UtOrBLW HD9999.S74 A97 2007 338.767 23 Austen-Smith, David, author. Unilever's mission for vitality / David Austen-Smith, Adam Galinsky, Katherine H. Chung, Christy LaVanway. London : Kellogg School of Management, 2007. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Originally published in Austen-Smith, D., Galinsky, A., Chung, K. H., & LaVanway, C. (2007). Unilever's mission for vitality. 5-307-501. Evanston, IL: Kellogg School of Management at Northwestern University. This case walks students through the types of dilemmas that executives face in the real world. Dove and Axe are two highly successful brands owned by Unilever, a portfolio company (www.unilever.com). Dove is a female-oriented beauty product brand that exhorts "real beauty" and not the unachievable standards that the media portrays. In contrast, Axe is a brand that purportedly "gives men the edge in the mating game." Axe's risqu? commercials portray the supermodel-type beauty ideal that Dove is trying to change.Unilever had always been a company of brands, i.e., the consumer knew the brands but not the company. Recently, however, the company attempted to unify with an umbrella mission for all of its brands. This change would turn Unilever into a company with brands, potentially increasing consumer awareness and encouraging cross-purchases between the different brands. However, this new strategy raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Unilever (Firm) Dove Enterprises. Axe. Marketing. Galinsky, Adam D., author. Chung, Katherine H., author. LaVanway, Christy, author. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/unilevers-mission-for-vitality Plný text SBC EB NEPOSILAT EB