ABSTRACT
William Lever was one of the most successful of the late Victorian industrialists, who built up his company from a tiny regional base to become one of the first true multinationals. Described as a ‘born marketing man’, Lever built his success on the back of powerful marketing campaigns and the creation of some of the first internationally recognised brands in consumer goods. He was one of the most respected businessmen of his day, and his management methods were admired and widely imitated in Europe and America. Although he was very much a product of his own time, many of Lever’s business methods seem surprisingly modern, and in terms of abilities and reputation, he compares favourably to such giant figures of modern business as Jack Welch.
