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  • February 2022
  • Case
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Paul Polman

By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
  • Format:Print
  • | Language:English
  • | Pages:13
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Abstract

Over his 40-year career, Paul Polman had led some of the world’s largest consumer goods companies, making his biggest mark as CEO of Unilever—a multi-national corporation that produced everything from soap to soup. Polman was also well-regarded as a leader in corporate social responsibility (CSR) and had consistently staked his career on the message that doing better for the planet and its inhabitants ultimately made for better business. Many called him visionary; others felt he was misguided. But thanks to his sterling business credentials, when Polman spoke, people listened. And speak out he did, trying to win over corporate leaders to his vision of how business should serve society, and not the other way around. Now, having stepped down from Unilever and living in the midst of the biggest global health crisis in a century, he wondered how to rally business and civic leaders to do more to fight climate change, preserve biodiversity, and reduce global inequity.

Keywords

Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Leadership; Corporate Accountability; Personal Development and Career; Corporate Social Responsibility and Impact; Ethics; Values and Beliefs; Social Issues; Philanthropy and Charitable Giving

Citation

Keenan, Elizabeth A., Youngme Moon, and Susie Ma. "Paul Polman." Harvard Business School Case 322-098, February 2022.
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About The Authors

Elizabeth A. Keenan

Marketing
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Youngme Moon

General Management
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More from the Authors

    • March 2022
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    Unilever: Remote Work in Manufacturing

    By: Prithwiraj Choudhury and Susie L. Ma
    • March 2022
    • Marketing Letters

    When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

    By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
    • January 2022
    • Faculty Research

    Bee-ing Better at Bombas

    By: Elizabeth A. Keenan, Youngme Moon and John Masko
More from the Authors
  • Unilever: Remote Work in Manufacturing By: Prithwiraj Choudhury and Susie L. Ma
  • When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
  • Bee-ing Better at Bombas By: Elizabeth A. Keenan, Youngme Moon and John Masko
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