Позитивний та негативний вплив глобалізації на діяльність суб’єктів міжнародного бізнесу (на матеріалах Unilever Group)

Abstract

У ході дослідження автор проаналізував та відобразив різноманітні підходи та погляди на сутність глобалізаційного впливу на міжнародні економічні стосунки, зокрема – на міжнародну конкурентну боротьбу, міжнародну інвестиційну діяльність тощо. Автором проаналізовано особливості діяльності компанії Unilever Group на глобальному ринку, досліджено шляхи підвищення її економічної ефективності.

Unilever is a British-Dutch multinational, one of the world leaders in the consumer goods and headquartered in England and Rotterdam. In 2019, Unilever’s corporate structure consisted of 155,000 employees worldwide with a global revenue of 51.98 billion euros generated in 2019. The business activities of Unilever have an important contribution to make to the economic developments in developing countries. This contribution is significant because the volume of private capital flows exceeds that of development assistance. Unilever owns over 400 brands with a turnover of 53.7 billion euros and is the second largest in the world in terms of sales as of 2020. Unilever’s operation over the years is into four categories: Beauty and Personal care products, Food, Refreshment and Home care products. The beauty and personal care is Unilever’s biggest segment, containing five of the company’s multi-billion dollar brands such as Dove shampoo, Rexona, Axe body spray, Lux and Sun silk with a turnover of 20.6 billion euros in 2018. In the 20th year of participating in the Dow Jones Sustainability Index, Unilever was named as the leader in the Personal care industry which means Unilever continues to be included in a global investment index which tracks leading sustainable companies and has achieved industry best scores in a number of areas including innovation management, brand management and packaging. Kantar World panel has also revealed that Unilever is the company with the highest number of brands in its index because people will want to buy from companies and brands that not only have great products at the right price, but also fit with their values. Unilever top selling brands in Kantar World panel top 50 are Lifebuoy, Sun silk, Dove, Lux, Sunlight, Rexona, Close Up and Lipton.