ABSTRACT
This chapter considers how to deploy an entrepreneurial strategy within arguably the most challenging context of a multinational organisation. It draws from a series of interviews with Jim Crilly, Senior Vice President for Research at Unilever. It explains a simplified framework for the strategy-development process, highlighting the key inputs and considerations required and how the process needs to be iterative and inclusive, top down and bottom up. The chapter explores how Unilever extended its competencies through alliances, product development and entrepreneurial decision making to achieve sales growth whilst reducing environmental impact. To highlight the complexity of the task at hand, underpinning the strategy was a common understanding that, for businesses in Unilever's sector, the key requirements were consumer insight and speed to market. Our consideration of strategy development at Unilever emphasises the sustained and comprehensive effort required to share a new entrepreneurial vision of growth through sustainability and social responsibility.
