2002年,对全球整个商界来说并不是受人尊重、让人称道的一年。世界500强中,竟有297家盈利下降;销售额比去年的一半还要少!然而Unilever(联合利华)却上升势头强劲,在全球500强中排名68位,利润上升了61%。作为一个老牌企业如何重拾青春,将“爱情”进行到底,创造永远的“酷”呢?联合利华的成功秘诀之一,即合理重整多品牌战略与战术。 In 2002, it was not a respectable and commendable year for the entire global business community. As many as 297 of the world’s top 500 have seen their profits plummet; their sales have dropped to less than half of last year! However, Unilever has enjoyed strong upward momentum, ranking 68th in the Global 500 and a 61% increase in profits. As a veteran of how to regain their youth, “love ” in the end, to create eternal “cool ”? Unilever’s secret of success, that is, reasonable reorganization of multi-brand strategy and tactics.