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Proctor & Gamble vs. Unilever

Dominic Williamson

BUS. 508

Prof. Garabedian

11/3/2013

Determine how each corporate culture differs from the other.

The consumer goods market has been historically dominated by Unilever and Procter & Gamble (P&G). Both companies boast of strong brands. Unilever has brands such as Dove, Axe, Vaseline, Comfort, and Lipton. P&G is equipped with brands such as Head & Shoulder, Olay, Pantene, Gillette, Crest, Oral-B, Duracell, Gain, Tide and Pampers. Each company has a lot of similarities which have helped them be successful in the industry. Along with those similarities come vast differences which allow them to successfully compete with one another.

Unilever is one of the world's largest and fastest growing consumer goods companies in the world. The company is headquartered in the UK and the Netherlands (Unilever, (n.d). Unilever Plc). With headquarters in London and Rotterdam, Unilever was one of the few companies to focus on emerging markets. Their culture focuses on “What we believe in and how we act collectively.” They believe in targeting emerging markets to contribute to their total sales. Unilever expects emerging markets to account for 70% of total sales by the end of the decade (Procter & Gamble Vs. Unilever: Comparing 2 Consumer Staples Giants, 2013). They also believe in a high standard of corporate behavior and ethical standards for both people and the environment. Unilever executives provide ethical leadership by demonstrating ethical behavior within their own actions. They have received several awards due to their emphasis on social responsibility. Unilever’s ethical practices along with their corporate behaviors and use of the emerging market have allowed them to compete amongst companies such as Procter and Gamble.

Unlike Unilever, Procter and Gamble is headquartered in the

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