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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
Linking Marketing and Corporate Strategies

Internet Exercises

In April 2000, Unilever N.V., a multinational consumer products firm bought Ben & Jerry's, adding to its portfolio of other famous North American ice cream brands, such as Breyers All Natural, Good-Humor, Klondike, and Popsicle. As a condition of the buyout, Unilever will continue to donate 7.5 percent of all pretax profits to the Ben & Jerry's Foundation and other organizations that engage in socially responsive activities. Go to Ben & Jerry's website (www.benjerry.com/mission.html) and Unilever's website (www.unilever.com/co/op.html) to compare the mission statements of each firm. How are they similar? How are they different? Which mission statement do you believe will lead to "sustainable, profitable growth for the brand or businesses and the long-term creation of value for shareholders and employees" (from the "Introducing Unilever" promotional brochure)?








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