Close
    HomeResearch & Knowledgeback to HomeStrategyback to Research & KnowledgeUnilever Ice Cream Europe (D): Lessons (transcript)back to Strategy
    Case Study

    Unilever Ice Cream Europe (D): Lessons (transcript)

    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    2 pages
    December 2009
    Order this case study
    Reference: IMD-3-2086

    The concluding case summarizes the key learning points from the journey, which can lead to discussions around how these lessons and the approaches used by Unilever can be applied to diagnosing the sources of complexity in the participants’ own organizations and tackling these challenges to drive growth and profitability.

    Learning Objective

    Each step in this case and video series builds on the previous one, introducing new challenges, discussion points and learning. Participants begin in the A-case by exploring the challenges of complexity facing Unilever Ice Cream, and can have useful discussions around the causes of complexity, the impact of complexity on the business and the challenges in reducing complexity. These issues and discussions can be directly related to similar challenges facing their own businesses. As the participants move on in the journey with subsequent cases and video footage, they are able to explore how the company successfully tackled complexity, the leadership and organizational challenges it faced in doing so and how these were overcome.

    Keywords
    Complexity, Simplicity, Strategy, Change, Growth, Profitability, Must-win Battles, Food, General Management
    Settings
    Europe
    Unilever
    2001–2003
    Type
    Field Research
    Copyright
    © 2009
    Available Languages
    English
    Related material
    Video
    Case clearing houses
    IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

    The Case Centre

    Cranfield University

    Wharley End Beds MK43 0JR, UK
    Tel +44 (0)1234 750903
    Email [email protected]

    Harvard Business School Publishing

    60 Harvard Way, Boston MA 02163, USA
    Tel (800) 545-7685 Tel (617)-783-7600
    Fax (617) 783-7666
    Email [email protected]

    Asia Pacific Case Center

    NUCB Business School

    1-3-1 Nishiki Naka
    Nagoya Aichi, Japan 460-0003
    Tel +81 52 20 38 111
    Email [email protected]

    Copyright Information

    IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    This case study is part of a series
    • Unilever Ice Cream Europe (A): Taking on the challenges of complexity
    • Unilever Ice Cream Europe (A1): Starting conditions (transcript)
    • Unilever Ice Cream Europe (B): The in-home mwb market dive
    • Unilever Ice Cream Europe (C): Winning back at the office
    • Unilever Ice Cream Europe (D): Lessons (transcript)
    Related topics
    Strategy
    Browse all topics
    This case study is part of a series
    • Unilever Ice Cream Europe (A): Taking on the challenges of complexity
    • Unilever Ice Cream Europe (A1): Starting conditions (transcript)
    • Unilever Ice Cream Europe (B): The in-home mwb market dive
    • Unilever Ice Cream Europe (C): Winning back at the office
    • Unilever Ice Cream Europe (D): Lessons (transcript)
    Discover our latest research
    IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics
    All case studies
    Unilever Ice Cream Europe (A): Taking on the challenges of complexity
    By Thomas W. Malnight Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2082 ©2009
    Summary
    In 2001 the profitability and market share of the Unilever Ice Cream Europe (ICE) business were under pressure. ICE was the leader in its industry,...
    Read more
    Reference IMD-3-2082
    Copyright ©2009
    Copyright owner IMD Copyright
    Organization Unilever
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Browse all topics
    Related content
    Case Study
    Unilever Ice Cream Europe (A1): Starting conditions (transcript)

    This case and video is an interview with Kees van der Graaf. He speaks about the start of the journey when he first became head of Unilever ICE and...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2083, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (B): The in-home mwb market dive

    The B-case and video picks up the story of how Kees van der Graaf’s team started coming together to identify and tackle the key challenges ahead. T...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2084, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (C): Winning back at the office

    The C-case and video is an interview with Kees van der Graaf. He speaks about the team’s return to the office following the market dive and how a r...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2085, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (D): Lessons (transcript)

    The concluding case summarizes the key learning points from the journey, which can lead to discussions around how these lessons and the approaches ...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2086, © 2009
    Read more
    Unilever Ice Cream Europe (A1): Starting conditions (transcript)
    By Thomas W. Malnight Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2083 ©2009
    Summary
    This case and video is an interview with Kees van der Graaf. He speaks about the start of the journey when he first became head of Unilever ICE and...
    Read more
    Reference IMD-3-2083
    Copyright ©2009
    Copyright owner IMD Copyright
    Organization Unilever
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Browse all topics
    Related content
    Case Study
    Unilever Ice Cream Europe (A): Taking on the challenges of complexity

    In 2001 the profitability and market share of the Unilever Ice Cream Europe (ICE) business were under pressure. ICE was the leader in its industry,...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2082, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (B): The in-home mwb market dive

    The B-case and video picks up the story of how Kees van der Graaf’s team started coming together to identify and tackle the key challenges ahead. T...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2084, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (C): Winning back at the office

    The C-case and video is an interview with Kees van der Graaf. He speaks about the team’s return to the office following the market dive and how a r...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2085, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (D): Lessons (transcript)

    The concluding case summarizes the key learning points from the journey, which can lead to discussions around how these lessons and the approaches ...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2086, © 2009
    Read more
    Unilever Ice Cream Europe (B): The in-home mwb market dive
    By Thomas W. Malnight Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2084 ©2009
    Summary
    The B-case and video picks up the story of how Kees van der Graaf’s team started coming together to identify and tackle the key challenges ahead. T...
    Read more
    Reference IMD-3-2084
    Copyright ©2009
    Copyright owner IMD Copyright
    Organization Unilever
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Browse all topics
    Related content
    Case Study
    Unilever Ice Cream Europe (A): Taking on the challenges of complexity

    In 2001 the profitability and market share of the Unilever Ice Cream Europe (ICE) business were under pressure. ICE was the leader in its industry,...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2082, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (A1): Starting conditions (transcript)

    This case and video is an interview with Kees van der Graaf. He speaks about the start of the journey when he first became head of Unilever ICE and...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2083, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (C): Winning back at the office

    The C-case and video is an interview with Kees van der Graaf. He speaks about the team’s return to the office following the market dive and how a r...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2085, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (D): Lessons (transcript)

    The concluding case summarizes the key learning points from the journey, which can lead to discussions around how these lessons and the approaches ...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2086, © 2009
    Read more
    Unilever Ice Cream Europe (C): Winning back at the office
    By Thomas W. Malnight Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2085 ©2009
    Summary
    The C-case and video is an interview with Kees van der Graaf. He speaks about the team’s return to the office following the market dive and how a r...
    Read more
    Reference IMD-3-2085
    Copyright ©2009
    Copyright owner IMD Copyright
    Organization Unilever
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Browse all topics
    Related content
    Case Study
    Unilever Ice Cream Europe (A): Taking on the challenges of complexity

    In 2001 the profitability and market share of the Unilever Ice Cream Europe (ICE) business were under pressure. ICE was the leader in its industry,...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2082, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (A1): Starting conditions (transcript)

    This case and video is an interview with Kees van der Graaf. He speaks about the start of the journey when he first became head of Unilever ICE and...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2083, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (B): The in-home mwb market dive

    The B-case and video picks up the story of how Kees van der Graaf’s team started coming together to identify and tackle the key challenges ahead. T...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2084, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (D): Lessons (transcript)

    The concluding case summarizes the key learning points from the journey, which can lead to discussions around how these lessons and the approaches ...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2086, © 2009
    Read more
    Unilever Ice Cream Europe (D): Lessons (transcript)
    By Thomas W. Malnight Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2086 ©2009
    Summary
    The concluding case summarizes the key learning points from the journey, which can lead to discussions around how these lessons and the approaches ...
    Read more
    Reference IMD-3-2086
    Copyright ©2009
    Copyright owner IMD Copyright
    Organization Unilever
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Browse all topics
    Related content
    Case Study
    Unilever Ice Cream Europe (A): Taking on the challenges of complexity

    In 2001 the profitability and market share of the Unilever Ice Cream Europe (ICE) business were under pressure. ICE was the leader in its industry,...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2082, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (A1): Starting conditions (transcript)

    This case and video is an interview with Kees van der Graaf. He speaks about the start of the journey when he first became head of Unilever ICE and...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2083, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (B): The in-home mwb market dive

    The B-case and video picks up the story of how Kees van der Graaf’s team started coming together to identify and tackle the key challenges ahead. T...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2084, © 2009
    Read more
    Case Study
    Unilever Ice Cream Europe (C): Winning back at the office

    The C-case and video is an interview with Kees van der Graaf. He speaks about the team’s return to the office following the market dive and how a r...

    Strategy
    By Thomas W. Malnight, Tracey S. Keys and Kees Van der Graaf
    Case reference: IMD-3-2085, © 2009
    Read more
    Keep reading
    Case Study
    Mastercard 2023: Rewired for infinite optionality

    In the 2010s, card processing – Mastercard’s flagship service – started showing signs of commodification as new, nimble players (typically, fintech startups thriving on digital) entered the payment processing space, and customer preferences evolve...

    Disruption Digital Strategy
    By Howard H. Yu, Mark J. Greeven and Martin Králik
    Case reference: IMD-7-2455, © 2024
    Read more
    Article
    Management myth-busters: Does culture really eat strategy for breakfast?

    Culture eats strategy for breakfast is one of the most enduring truisms of management. But is it really the case? And what is culture anyway?

    Organizational Culture Strategy
    By Michael R. Wade
    in I by IMD
    8 November 2024
    Read more
    Article
    Strategy stack: An integrated approach to decision-making

    The ways popular frameworks are used fall short in today’s rapidly changing environment. Here is a new way to make better-informed strategic choices.

    Change Management Competitiveness Decision Making Innovation Strategy
    By Albrecht Enders, Ajay K. Kohli, Andreas König and Arnaud Chevallier
    in I by IMD
    Read more
    Case Study
    Bossard’s AI strategy for proven productivity (Cartoon case)

    Bossard, a Swiss company founded in 1731, has successfully transitioned from a product-centric approach to one that offers services and solutions. It has achieved significant revenue growth despite economic challenges. Its brand promise, “proven p...

    Artificial Intelligence Business Transformation Strategy
    By Stefan Michel
    Case reference: IMD-7-2575, © 2024
    Read more
    Case Study
    The AI paradox: Will generative AI enhance or destroy the business model of 99designs.com? (Cartoon case)

    99designs.com is a global platform connecting freelance designers with potential clients. The case study examines the potential impact of generative AI on 99designs’ business model. The platform uses a crowdsourcing approach that invites designers...

    Strategy Business to Business Digital Disruption
    By Stefan Michel
    Case reference: IMD-7-2505, © 2024
    Read more
    Article
    Putting the ‘G’ in ESG (and the ‘A’ in alpha)

    Test your knowledge on ESG governance with our fun quiz! Learn how strong governance drives environmental and social success in investing. Take it now!

    Corporate Governance Strategy
    in I by IMD
    Read more
    Article
    How CEO’s drive saved car giant Ford from the scrapyard

    Companies desperately in need of a turnaround in fortunes should take inspiration from the 2008 rescue mission by the then-new Ford boss Alan Mulally.

    Agility Business Transformation Change Management Competitiveness Decision Making Future Readiness Leadership Organizational Culture Performance Management Strategy
    By Howard H. Yu
    in I by IMD
    Read more
    Article
    Look in to look out: Strategy and family business identity during COVID-19

    COVID-19 challenges the value systems of family firms and urges them to adapt their behaviors, affecting their identities. This study aims to explore how and why family businesses strategically respond to challenges to their identity during COVID-...

    Family Business Strategy
    By Alfredo De Massis, Rebecca Alguera Kleine and Bingbing Ge
    in Small Business Economics
    October 2024, vol. 63, pp. 993–1018, https://doi.org/10.1007/s11187-023-00846-3
    Read more
    Article
    Family businesses and strategic change: The role of family ownership

    In this study, we analyze how the performance-aspiration gap influences strategic change in family firms, providing evidence of the moderating role of family ownership in this relationship. According to socioemotional wealth (SEW) theory, family o...

    Family Business Strategy
    By Nina Schweiger, Kurt Matzler, Julia Hautz and Alfredo De Massis
    in Review of Managerial Science
    October 2024, vol. 18, pp. 2981-3005 https://doi.org/10.1007/s11846-023-00703-3
    Read more
    Report
    Nature's ROI: Five key enablers for building a nature-positive business strategy

    As the global environmental crisis reaches unprecedented levels, businesses face mounting pressure to act. But this challenge is also a major business opportunity. The companies that move quickly to tackle biodiversity loss will not only protect o...

    Sustainability Strategy
    By Julia Katharina Binder, Adrian Dellecker and Aurélie V. Stamm
    IMD Center for Sustainable and Inclusive Business Report, October 2024
    Read more
    Mastercard 2023: Rewired for infinite optionality
    By Howard H. Yu Mark J. Greeven and Martin Králik
    Case reference: IMD-7-2455 ©2024
    Summary
    In the 2010s, card processing – Mastercard’s flagship service – started showing signs of commodification as new, nimble players (typically, fintech startups thriving on digital) entered the payment processing space, and customer preferences evolved beyond plastic cards and traditional contact payments. To re-energize its central position and its ability to capture value, Mastercard – as the incumbent – had to make bold decisions. The case details Mastercard’s approach to conceptualizing and building a global platform ecosystem that upholds the principles and design elements of modularity (i.e. interoperability and scalability) and optionality. Today, Mastercard's services, based on application programming interfaces (APIs), integrate with a variety of platforms and offer flexibility to businesses that require customized payment solutions. All along, the company has accommodated a high level of internal disruption. The case also explores the nature of Mastercard’s systematic collaboration with fintechs – players that often started out as competitors in specific parts of Mastercard’s value chain. It describes the company’s engagement with fintechs as fostering collaboration and co-creation and facilitating access; in other words, opening doors and sharing tools with partners. The case presents observations and quotes by CEO Michael Miebach, whose career trajectory at Mastercard – spanning Africa & Middle East experience, fintech partnerships, product management and the CEO role – sheds additional light on the philosophy and values that have driven the company’s transformation to a technology powerhouse and self-described original fintech.
    Reference IMD-7-2455
    Copyright ©2024
    Copyright owner IMD Copyright
    Organization Mastercard
    Industry Finance and Insurance, Financial Services
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Disruption
    Digital
    Strategy
    Browse all topics
    Management myth-busters: Does culture really eat strategy for breakfast?
    By Michael R. Wade
    in I by IMD 8 November 2024
    Summary
    Culture eats strategy for breakfast is one of the most enduring truisms of management. But is it really the case? And what is culture anyway?
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Organizational Culture
    Strategy
    Browse all topics
    Strategy stack: An integrated approach to decision-making
    By Albrecht Enders Ajay K. Kohli Andreas König and Arnaud Chevallier
    in I by IMD
    Summary
    The ways popular frameworks are used fall short in today’s rapidly changing environment. Here is a new way to make better-informed strategic choices.
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Change Management
    Competitiveness
    Decision Making
    Innovation
    Strategy
    Browse all topics
    Bossard’s AI strategy for proven productivity (Cartoon case)
    By Stefan Michel
    Case reference: IMD-7-2575 ©2024
    Summary
    Bossard, a Swiss company founded in 1731, has successfully transitioned from a product-centric approach to one that offers services and solutions. It has achieved significant revenue growth despite economic challenges. Its brand promise, “proven p...
    Read more
    Reference IMD-7-2575
    Copyright ©2024
    Copyright owner IMD Copyright
    Organization Bossard Holding
    Industry Manufacturing, Fasteners
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Artificial Intelligence
    Business Transformation
    Strategy
    Browse all topics
    The AI paradox: Will generative AI enhance or destroy the business model of 99designs.com? (Cartoon case)
    By Stefan Michel
    Case reference: IMD-7-2505 ©2024
    Summary
    99designs.com is a global platform connecting freelance designers with potential clients. The case study examines the potential impact of generative AI on 99designs’ business model. The platform uses a crowdsourcing approach that invites designers...
    Read more
    Reference IMD-7-2505
    Copyright ©2024
    Copyright owner IMD Copyright
    Industry Manufacturing, Graphic Design
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Business to Business
    Digital
    Disruption
    Browse all topics
    Putting the ‘G’ in ESG (and the ‘A’ in alpha)

    in I by IMD
    Summary
    Test your knowledge on ESG governance with our fun quiz! Learn how strong governance drives environmental and social success in investing. Take it now!
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Corporate Governance
    Strategy
    Browse all topics
    How CEO’s drive saved car giant Ford from the scrapyard
    By Howard H. Yu
    in I by IMD
    Summary
    Companies desperately in need of a turnaround in fortunes should take inspiration from the 2008 rescue mission by the then-new Ford boss Alan Mulally.
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Agility
    Business Transformation
    Change Management
    Competitiveness
    Decision Making
    Future Readiness
    Leadership
    Organizational Culture
    Performance Management
    Strategy
    Browse all topics
    Look in to look out: Strategy and family business identity during COVID-19
    By Alfredo De Massis Rebecca Alguera Kleine and Bingbing Ge
    in Small Business Economics October 2024, vol. 63, pp. 993–1018, https://doi.org/10.1007/s11187-023-00846-3
    Summary
    COVID-19 challenges the value systems of family firms and urges them to adapt their behaviors, affecting their identities. This study aims to explore how and why family businesses strategically respond to challenges to their identity during COVID-...
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Family Business
    Strategy
    Browse all topics
    Family businesses and strategic change: The role of family ownership
    By Nina Schweiger Kurt Matzler Julia Hautz and Alfredo De Massis
    in Review of Managerial Science October 2024, vol. 18, pp. 2981-3005 https://doi.org/10.1007/s11846-023-00703-3
    Summary
    In this study, we analyze how the performance-aspiration gap influences strategic change in family firms, providing evidence of the moderating role of family ownership in this relationship. According to socioemotional wealth (SEW) theory, family o...
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Family Business
    Strategy
    Browse all topics
    Nature's ROI: Five key enablers for building a nature-positive business strategy
    By Julia Katharina Binder Adrian Dellecker and Aurélie V. Stamm
    IMD Center for Sustainable and Inclusive Business Report, October 2024
    Summary
    As the global environmental crisis reaches unprecedented levels, businesses face mounting pressure to act. But this challenge is also a major business opportunity. The companies that move quickly to tackle biodiversity loss will not only protect o...
    Read more
    Copyright ©2024
    Copyright owner Mixed Copyright
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Sustainability
    Strategy
    Browse all topics