Journal articles on the topic 'Unilever (Firm)'

In early 2008 an analyst at a prominent Investment Bank in India was analyzing the dividend policy of Hindustan Unilever Limited (HUL), a well-known multinational. The case's protagonist, an equity analyst, must figure out the implications of the firm's dividend policy on the investment and financing activities and the valuation of the firm. She also has to decide what investment recommendation she should give in the light of the analysis. The case describes the Indian FMCG industry as India enters the new millennium. The case details HUL's financial position in an era of increasing competition. Priya must decide whether the dividend policy of HUL is sustainable.

This study aims to analyze and determine the company's financial performance, potential bankruptcy with the Altman Z-Score Modification approach and analyze the effect of bankruptcy predictions on the value of firm in PT. Unilever Indonesia Tbk in 2022. The method used in the study with the Altman Z-Score Modified method. This Altman model is very useful for companies to find out the condition of the company during the current period as well as simple linear regression with IBM SPSS Statistic 26 software. The data in this study was obtained by processing data on the quarterly financial statements of PT. Unilever Indonesia Tbk for the period of Q1 2015 to Q2 2022. The results showed in regression research, altman Z-Score's potential bankruptcy had a significant negative effect on the value of the firm.

The study evaluate advertising and performance of quoted multinational corporations in Nigeria using simple method in order to see if firm maximize their sale volume or not. The study use historical data from the period of 2000- 2009. The period is chosen because of the availability of the data. The population of this study included all the 16 quoted multinational corporations in Nigeria and 3 multinational corporations were selected. The use Q and M for windows to analysis the data and findings indicates that Nigerian Bottling Company, PZ and Unilever Plc maximize sales through the activities of advertising in various media in Nigeria. The study suggested that Nigerian Bottling Company, PZ and Unilever Plc should concentrated in their advertising programmes and also concentrated in developing a good product quality by ensuring that their products satisfy the needs and want of the host community. Nigerian Bottling Company and PZ should try to maximize sales through advertising but Unilever Plc should not maximized sales through advertising programmes. Nigerian Bottling Company and Unilever Plc should concentrate on profit after tax through advertising and PZ should realized that advertising can maximize profit after tax.

This study investigated audit Indicators and financial performance of manufacturing firms in Nigeria during the period 2003-2020 (18 years). The researcher used three firms Unilever Nigeria Plc., Beta Glass Plc. and Meyer Plc. The dependent variable was measured with earnings per share (EPS), while the independent variables were measured with auditor's independence (AUIND), Audit Firm Size (AUSZ), Audit Committee (AUCMT), audit committee financial expertise (AUCFE). Time-series data were used and the researcher obtained it from the annual report and account of the firms under study. The estimation technique was Ordinary least square (OLS), normality, serial correlation, and heteroskedasticity test was carried out with the aid of E-views 9 statistical package. The study found that audit committee (AUCMT) and audit committee financial expertise (AUCFE) have a significant impact on earnings per share of Unilever Nigeria Plc as the p-value t-statistics is below 5% significant level. Also, the Audit Committee (AUCMT), audit independence (AUIND) and audit committee financial expertise (AUCFE) have a significant impact on earnings per share of Beta Glass Plc and Meyer Plc as the p-value t-statistics are below 5% significant level. Globally the p-value of the three manufacturing firms understudy is below 5% significant level.

When costs exceed income, one of the most frequent issues a firm faces is bankruptcy. Analyzing the index of income and spending is crucial for a business to avoid bankruptcy. The goal of this study is to examine manufacturing businesses that are listed on the Jakarta Islamic Index (JII) that have filed for bankruptcy between 2019 and 2021. Using a population of 30 manufacturing enterprises that are registered on JII, this study employs a quantitative descriptive research design. Next, three sample companies—PT Indofood CBP Sukses Makmur Tbk, PT Unilever Indonesia Tbk, and PT Kalbe Farma Tbk—were collected using the purposive sampling approach utilized in this study. The data analysis approach employs five variables with the Altman Z-score method. The study's findings indicate that PT Indofood CBP Sukses Makmur Tbk has faced significant financial difficulties in the last period (2021). Later, PT Unilever Indonesia Tbk, which was also dealing with severe financial issues, experienced the same scenario. This firm, in contrast to PT Kalbe Farma Tbk, is regarded as safe because it has no issues with its financial situation.

In recent years the concept of competitive advantage has taken center stage in discussions of business strategy; that is why, one of the major challenges organizations face today is how to have a competitive advantage. In most cases a stand-out product will do the job, since products are perceived as both highly relevant and meaningful, the ability of any one product to stand out in a competitive category will guarantee the success of such an organization. While there are numerous ways to differentiate brands, identifying meaningful product-driven differentiators can be especially fruitful in gaining and sustaining a competitive advantage. Product maturity is when a firm or brand has grown to the point where it outperforms rival brands in the provision of a feature(s) such that it faces reduced sensitivity for other features. This study used a sample of 150 respondents to provide evidence of the relationship between product maturity and firms’ competitive advantage in Nigeria. The study employed the ordinary least square (OLS) regression analysis. This study finds a positive and significant relationship between product maturity and firms’ competitive advantage, as well as a positive and significant relationship between product differentiation and competitive advantage. This study therefore recommends that managers should continue to address competitive advantage with strategic balances using product maturity.

The purpose of this study is to analyze the profitability ratios and companyliquidity ratios to assess the efficiency of company performance. This research isincluded in descriptive research, which is research that seeks to describe aphenomenon, event, event that is happening now. The reason this type of researchis used is because the researcher tries to describe the events and events that arethe center of attention without giving special treatment to those events. The studywas conducted at PT. Unilever Indonesia, is the largest manufacturing companyin Indonesia. The data analysis technique used in this study is quantitativedescriptive using financial ratio analysis. The results show financial performanceseen from the profitability ratio, overall the average is said to be efficient becauseof its magnitude above the industry average as a benchmark. Financialperformance can be seen from the liquidity ratio, overall the average ratio is saidto be liquid because the average is above the industry average as a benchmark.

Critical to the sustainability and continuous success of every organization is the performance concept. Hence, the cardinal goal of every organization is to achieve sustainable progressive performance for their organization. Several factors have been found to contribute to the performance of an organization. While empirical evidence indicated that innovativeness is one of the major determinants of organizational performance, many fast moving consumer goods (FMCG) were slow in their demonstration of innovative capability and it has been noted that the performance of these companies has not been impressive possibly due to the slow pace of innovativeness in the industry. This study thus investigated the effect of innovative strategies on the growth of selected FMCG firms in Lagos state, Nigeria. Survey research design was adopted for the study. The population comprised 1,337 top and middle level management staff of four notable players in the FMCG industry in the state (Honeywell flower mills Plc, Dangote flower mills, Unilever Nigeria Plc, and Cadbury Nigeria Plc). Through proportionate stratified random sampling technique, 400 out of 1,337 were sampled for the study. Four hundred copies of a validated questionnaire with Cronbach’s alpha reliability coefficient ranging from 0.731 to 0.956 were administered to the sample with a response rate of 84.25%. Data were analyzed using both descriptive, as well as inferential statistics. Finding revealed that innovative strategies had a significant effect on growth of FMCG firms in Lagos state, Nigeria (R2 = 0.724, β = 0.887, t = 29.663, P ≤ 0.05). The study recommends that FMCG firms management need to initiate policies that will enhance innovativeness possibly through creation and proper funding of the research and development department to effectively drive growth of FMCG firms.

This study examines the effect of credit management on the returns of manufacturing firms using two quoted firms on the Nigerian stock exchange as a case study. This study determines whether a credit management mechanism using the receivable collection period, liquidity management, and payable payment period, have an effect on the profitability of a manufacturing firm which was measured using Return on Assets (ROA). Data were sourced from annual reports of the two firms, which provide empirical evidence for the two (2) manufacturing firms in Nigeria from 2013 to 2018. In other to achieve the objectives of the study, data collected were analyzed using descriptive statistics and Linear Regression to test for normality of variables on data obtained from annual accounts of the Companies under study. Data obtained were further analyzed by the use of financial ratios while the three hypotheses formulated were tested with ANOVA using SPSS statistical package 17.0 Version. From the analysis made, it was discovered that there is a significant relationship between credit management and the profitability of manufacturing firms, based on their Receivable collection period, Payable payment period, and Liquidity management. From the result, the researcher recommended that the sales department of the manufacturing firms must know about credit management to encourage the sales of their products and firms should not be scared of credit sales because it assists in the increase in the firm’s profitability performance. For proper management, credit should be converted to cash in the shortest possible period.

This study sought to examine the effect of organization structure on organization strategy. Survey research design was employed through the administration of structured questionnaire to staff of Nestle Nigeria PLC, Unilever Nigeria PLC and PZ (Cussons) PLC. The findings revealed that, organization structure positively and significantly affects strategy implementation (F stat 107.52* 0.000) and that organization structure account for 53% (Adjusted R2= 0.5312) variation in organization strategy. It can therefore be concluded that, organization structure plays a significant role in strategy formulation and implementation in Nigeria multinational enterprises. It could be seen that, global matrix structure and product division structure are the most critical elements of organization structure driving strategy implementation in a multinational firm. It is therefore recommended that, multinational firms in Nigeria should employ matrix structure towards the enhancement of their organization strategy. This is because matrix structure has the highest effect on organization strategy.

This research will discuss about the impact of boycotting pro-israel products since the issuance of Fatwa DSN MUI Number 83 of 2023 on support for Palestine by the Indonesian government by taking firm steps to help the Palestinian cause, so that it can go through diplomacy in the UN to stop the war and sanctions on Israel. However, this also causes losses for home stalls that had previously sold many pro-Israel products before the issuance of the MUI DSN Fatwa on the prohibition of pro-Israel products which were the most needed goods before such as rayco (Unilever), milo (Nestle), Pepsodent (Unilever), ABC and Bango (Unilever), and so on which were widely circulated in home stalls. The loss occurs that many parties are reluctant to buy pro-Israel products so that the products sold in home stalls do not sell. This research aims to find out how the impact of boycotting pro-Israel products Fatwa DSN MUI Number 83 of 2023 concerning support for Palestine on pro-Israel products. This research method is a qualitative method with interview and observation methods. From the results of this study, it can be concluded that the impact of the boycott of pro-Israel products is a decrease in sales and results in some of these products not selling. Meanwhile, efforts made by home-based stalls by giving free to people who buy, or keep selling them. This is done so that capital returns and buys similar products that do not include pro-Israel products. Keywords: Home Stalls, Fatwa DSN MUI, boycotting, Israel Abstrak Penelitian ini akan membahas tentang dampak pemboikotan produk pro israel sesuai yang sejak dikeluarkan oleh Fatwa DSN MUI Nomor 83 Tahun 2023 tentang dukungan terhadap Palestina oleh pemerintah Indonesia dengan mengambil langkah-langkah tegas membantu perjuangan Palestina, sehingga bisa melalui jalur diplomasi di PBB untuk menghentikan perang dan sanksi pada Israel. Namun, hal ini juga menimbulkan kerugian bagi warung rumahan yang sebelumnya telah banyak menjual produk-produk pro israel sebelum dikeluarkannya Fatwa DSN MUI tentang pengharaman produk pro israel yang dimana merupakan barang yang paling dibutuhkan sebelumnya seperti rayco (Unilever), milo (Nestle), Pepsodent (Unilever), ABC dan Bango (Unilever), dan lain sebagainya yang memang banyak beredar di warung rumahan. Kerugian tersebut terjadi bahwa banyaknya pihak yang enggan membeli produk pro Israel sehingga produk yang dijual di warung rumahan tidak laku. Penelitian ini bertujuan untuk mengetahui bagaimana dampak pemboikotan produk pro israel Fatwa DSN MUI Nomor 83 Tahun 2023 tentang dukungan terhadap Palestina terhadap produk pro Israel. Metode penelitian ini adalah metode kualitatif dengan metode wawancara dan observasi. Dari hasil penelitian ini dapat disimpulkan dampak dari adanya pemboikotan produk pro Israel adalah menurunnya penjualan serta mengakibatkan beberapa produk tersebut tidak laku. Sedangkan, Upaya yang dilakukan oleh warung rumahan dengan memberikan secara gratis kepada orang yang membeli, atau tetap menjualnya. Hal ini dilakukan agar modal Kembali dan membeli produk serupa yang tidak termasuk produk pro Israel. Kata Kunci: Warung Rumahan, Fatwa DSN MUI, Pemboikotan, Israel

‘However old the product category may be, there is always a scope for innovation’. To be a disruptor, firm need to be an innovator in creating demand and adopting unique branding strategies. Present paper is a case study of Patanjali, a rapidly growing FMCG and Ayurveda brand in India, which has within a short span of time, changed the dynamics of MNC dominated market. Firms such as Hindustan Unilever, Nestle, P&G, Colgate Palmolive, Gillette, Dabur, Godrej Consumers, etc. are now revisiting their traditional marketing strategies, to retain their customers. Patanjali has demonstrated that a new entrant in a competitive market can very well succeed by becoming a game changer and differentiator. Present paper shall trace the journey of brand Patanjali and explore the distinguishing approaches that have brought it in the league of reputed brands. It shall attempt to identify the errors committed by the competitors and their possible future tactics to defend the market share. Upcoming challenges and expansion plans of the firm shall also be discussed briefly. Paper shall finally conclude by summarizing the sales strategies of Patanjali and key learnings out of them. The data and information have been sourced from the newspapers and related websites.

The purpose of this paper is to examine the influence of firm characteristics and some key monetary variables on the financial performance of Unilever Nigeria Plc. The variables used are financial performance, capital structure, dividend policy, managerial efficiency, inflation rate, interest rate and exchange rate. The autoregressive distributive lag (ARDL) model was used for the study. The findings show that capital structure and managerial efficiency have a significant positive effect on the financial performance of the sampled company; however, dividend policy has no significant influence on the financial performance of the company. Similarly, from the key monetary variables aspect, the study discovered that inflation rate and exchange rate have a significant positive influence on the financial performance of the company, while interest rate has a significant negative effect on the company’s financial performance. Based on these, this study suggests the need for the company to increase its effort to improve its capital structure and managerial efficiency. In addition, the study suggests the need for the company to consider the volatility of inflation and exchange rate when making investment decisions. Finally, the lending rate should be reduced by the deposit money banks for the company to gain easy access to capital to increase its investments and financial performance.

This study probed the impingement of capital market instruments on firm’s development in Nigeria. The objectives of the study were to determine the effect of market capitalization on firm’s profitability, value of securities traded in the markets on firm’s total capital employed and all share indexes on firm’s total assets. The study adopted ex-post facto research design. An annual time series was collected from Central Bank of Nigeria (CBN) statistical Bulletin (2020) and Annual report of Unilever Nig. Plc for a period of fifteen (15) years ranging from 2006 – 2020. The hypotheses set out to for this work were examined and analyzed, using simple linear regression through E-views 9. The findings of the study revealed that market capitalization (0.128965) has a positive relationship with firm’s profitability, value of traded securities (1.173329) has a positive relationship with total capital employed and all share indexes (0.106388) has a positive relationship with firm’s total assets. The test of hypotheses revealed that market capitalization (p=0.0033<0.05) is statistically significant with firm’s profitability, value of traded securities (p=0.0935>0.05) is statistically insignificant with firm’s total capital assets and all share index (p=0.0169>0.05) is statistically insignificant with firm’s total assets. Following from the results of the analysis, it was recommended that a more vibrant Security and Exchange Commission (SEC) should be put in place with a view of ensuring a stronger regulatory and supervisory capacities activities in the capital market

This research aimed to determine the influence of: (1) Current ratio (2) Net Profit Margin And (3) Profit growth on PT. Unilever Indonesia Tbk The research period was 2009- 2019. This research was classified as ex post facto research, causal associative, and quantitative approach. The result of the research showed that: (1) Current ratio had no effect to Firm Value with regression with significance 0.159>0,05 and Current ratio variable t-count 1,1553 (2) Net Profit Margin had positive effect to Profit growth with significance 0,09 Net Profit Margin variable t-count 3,481 in 2009-2019 with F-count 3,299and significance 0,035The result of the adjusted R2 test in this study obtained a value of 0.068. This showed that the profit growth was influenced by current ratio and net profit margin of 68%,while the rest of 32% was influenced by other factors not examined in this study

Determine the financial performance of manufacturing companies in the consumer product industry sector listed on the Indonesia Stock Exchange for the year 2019 through 2021 is the goal of this study. Financial ratios, such as liquidity ratios, solvability ratios, and profitability ratios are utilized in the quantitative analysis of the data used. All manufacturing businesses that were listed on the Indonesia Stock Exchange between 2019 until 2021 make up the population of this research. The manufacturing firm in the consumer products industry sector, which is part of the LQ45 category, served as the study's sample. The findings indicated that PT. Indofood CBP Sukses Makmur Tbk had the best financial performances in terms of corporate liquidity. In terms of debt to equity ratio, PT. Indofood Sukses Makmur Tbk, have the best financial results. PT Unilever Indonesia Tbk, nevertheless, has the best financial results in terms of profitability.

The main purpose of this paper is to explore the impact of brand extension on the brand image of the company. This was divided into three objectives, evaluating the impact after extension of the parent brand change in customer attitude, assessing the effect of perceived quality on the parent brand after extension, and to determine brand dilution effect on the parent brand after extension. This study is based on 4 variables three are independent variables (customer attitude, perceived quality, brand dilution) and one is dependent variable which is (brand image). Here customer attitude is defined as intellectual awareness of customers about new products and brand extensions, perceived quality is defined as perception of customer about overall quality of a product or service , and brand dilution is when a firm loses its brand association with a new market segment, product area, quality or price. The dependent variable brand image is defined as bundle of associations customers have of a brand. This study includes systematic literature review from different scholars with an empirical analysis of data drawn from users of Unilever products from Hyderabad region. The target population of the study was 220 respondents. Data is collected from respondents through self-administered questionnaires. Sampling technique is purposive sampling which is a non-probability sample. Data analysis was done through reliability test and regression, ANOVA was used and correlation as well used to measure our result.

The study investigates the impact of marketing mix (4ps) on warehousing operations with a case study of Unilever Nigeria Plc. with objectives to aim at establishing a link between the resultant effects of marketing mix efforts on warehousing operations to find challenges and opportunities to improve on. Data used where secondary data collected from the warehouse activity profiles. Through-put/hour is used the estimated the activity at the warehouse; Sales in volumes is used the estimated the sales level. Data was analysed the regression model to determine what influence that marketing mix elements has on warehouse activity levels. Findings show that the higher sales go the higher the activities that constitute warehousing operations in the warehouse and price and promotional activities has a low influence on this warehouse operations. Consequently, it was concluded that the price and promotion activities have low influence on the model while sales-in-volume has the highest influence on the model. The relationship shows that the higher the volume-in-sales the activity is the warehouse operations while price and promotion activities do not have consider impact on these activities. We therefore recommend that Companies should develop better internal information system so as to effectively convey the information on real time basis within the firm especially when these warehouses are operated of decentralized policy.

In this article, we posit that a cross-scale perspective is valuable for studies of organizational resilience. Existing research in our field primarily focuses on the resilience of organizations, that is, the factors that enhance or detract from an organization’s viability in the face of threat. While this organization level focus makes important contributions to theory, organizational resilience is also intrinsically dependent upon the resilience of broader social-ecological systems in which the firm is embedded. Moreover, long-term organizational resilience cannot be well managed without an understanding of the feedback effects across nested systems. For instance, a narrow focus on optimizing organizational resilience from one firm’s perspective may come at the expense of social-ecological functioning and ultimately undermine managers’ efforts at long-term organizational survival. We suggest that insights from natural science may help organizational scholars to examine cross-scale resilience and conceptualize organizational actions within and across temporal and spatial dynamics. We develop propositions taking a complex adaptive systems perspective to identify issues related to focal scale, slow variables and feedback, and diversity and redundancy. We illustrate our theoretical argument using an example of Unilever and palm oil production in Borneo.

In this globalization era, every company both small and large companies compete with each other with the aim to maintain and advance the life of the company. In this study the profitability ratio is measured by return on equity (ROE). Return on equity (ROE) is a ratio that shows the company's ability to generate net income for return on shareholders' equity. In this study, the sample that will be used is consumer goods companies listed in LQ45 for the period of 2012 to 2016. LQ45 is chosen based on the availability of complete financial statement data, companies listed in LQ45 have been categorized as having a level of liquidats, profitability and company value from year after year is in good condition compared to companies that are not listed in LQ45, so it is expected that testing of the ratios can be done thoroughly in accordance with the objectives of this study. Food and Beverage Companies in LQ45 which the authors make as a sample of this research are: PT. Unilever Indonesia, Tbk (UNVR), PT. Indofood Sukses Makmur, Tbk (INDF), PT. Indofood CBP Sukses Makmur, Tbk (ICBP). The test results prove that: partially, the Capital Structure (DER) of the Company has a positive effect on firm value, company growth has no effect on firm value, profitability has a negative effect on Company Value (PBV) and simultaneously capital structure, company growth, and profitability have an effect on the value of the company. To increase its growth, food and beverage companies listed on the IDX LQ45 must pay attention to capital structure by utilizing productive use of debt to increase company value.

This article considers key issues relating to the organization and performance of large multinational firms in the post-Second World War period. Although foreign direct investment is defined by ownership and control, in practice the nature of that “control” is far from straightforward. The issue of control is examined, as is the related question of the “stickiness” of knowledge within large international firms. The discussion draws on a case study of the Anglo-Dutch consumer goods manufacturer Unilever, which has been one of the largest direct investors in the United States in the twentieth century. After 1945 Unilever's once successful business in the United States began to decline, yet the parent company maintained an arms-length relationship with its U.S. affiliates, refusing to intervene in their management. Although Unilever “owned” large U.S. businesses, the question of whether it “controlled” them was more debatable.

The high competition in the business world with many competitors has forced the company to develop its business, one of them by diversification. This study aims to investigate the influence of diversification level, segment numbers, and industrial sector types on firm performance measured by the excess value. The theory underlying this research is agency theory, which describes the relationship between the company owner with the company management, The number of samples of this study are 333 companies from miscellaneous industry sector, and consumer goods sector, and basic industry and chemicals sector listed on the Indonesia Stock Exchange throughout 2017 – 2018. The results showed that data can be pooled for 3 years, all classic assumption tests are fulfilled, and partial regression coefficient test found that variable diversification level and variable number of segments > 0.05, then Ho1 and Ho2 rejected, while type of miscellaneous industry sector and Type of consumer goods sector <0.05, then Ho3 and Ho4 received. The conclusion showed that variable diversification level and variable number of segments has not sufficient evidence of negative effect on excess value, while type of miscellaneous industry sector and Type of consumer goods sector sufficient evidence of negative effect on excess value. Keywords: Firm Performance, Diversification Level, Number of Segments, and Industrial Sector. References: Amyulianthy, R., & Nuraini, Sari. (2013), “Pengaruh Diversifikasi Terhadap Kinerja Perusahaan”, Binus Business Review, Vol.4, no.1, pp.215–230. Berger, P. G., & Eli, O. 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In 2007, Unilever, the world’s largest tea company, announced plans to source its entire tea supply sustainably, beginning with the certification of its tea producers in East Africa to Rainforest Alliance standards. As a major buyer of Kenyan tea, Unilever’s decision pushed tea producers across Kenya to subscribe to Rainforest Alliance’s sustainable agriculture standard in order to maintain access to the global tea market; according to a 2018 report, over 85% of Kenya’s tea producers were Rainforest Alliance certified. Drawing on ethnographic material among supply chain actors across different sites along the sustainable tea value chain (from those designing and disseminating standards to tea traders to smallholder tea farmers), this article examines how these actors frequently attributed the power to determine the outcomes of certification to a faceless ‘market’. Deferring to ‘the market’, we observe, served primarily to mask the outsized power of lead firms (in particular Unilever) to determine conditions of tea production and trade. At the same time, ‘the market’ was also in some cases qualified by our interlocutors, allowing them implicitly (and at times explicitly) to reveal power and give it a face. Concealing and revealing power in this way, we suggest, can be seen as a mode of engagement among supply chain actors operating in ‘sustainable’ supply chains, like the Rainforest Alliance-certified Kenyan tea supply chain, in which the power of lead firms tends to be consolidated through market-driven sustainability initiatives. Such a mode of engagement mitigates exclusion from sustainable supply chains while maintaining space for critique.

Purpose Based on the legitimacy theory, this study sought to explore specific Green Human Resource Management Practices implemented by manufacturing firms in Ghana.Design/methodology/approach The study purposively sourced data from five manufacturing firms operating in Ghana, specifically, Cocoa Processing Company, Dannex Aryton Starwin PLC, Fan Milk Limited, Guinness Ghana Breweries Limited and Unilever Ghana PLC. The qualitative data from 10 interviewees were thematically analysed.Findings Pervasively, it was evident that Ghanaian manufacturing firms have integrated environmental concerns into their human resource management functions, hence they place more emphasis on online tools and platforms in attracting, selecting, involving, training, paying and managing the performance of employees. Lastly, manufacturing firms operating in Ghana give priority to online job applications ahead of manual applications.Practical implications In an era of sustainability, green human resource management practices provide a basis for the legitimation and sustenance of businesses through enhanced environmental performance and its resultant corporate image.Originality/value The study highlights the extent to which green human resource management is practised in a Sub-Saharan African country and the specific practices adopted in promoting the concept.

The story of Dutch business in America began in the colonial period and continues into the present. The early Dutch trading companies of the seventeenth century, including the Dutch West India Company, were followed in the nineteenth and twentieth centuries by such firms as the Holland-America Line, Unilever, Royal Dutch Shell, and NV Philips. The historical pattern of these Dutch businesses contributes to the growing literature on multinational enterprises (MNEs) and is relevant to recent debates on the historical convergence and/or divergence of living standards and productivity in national economies. An examination of the history of Dutch MNEs operating in the United States reveals some of the ways that these firms fit into the larger framework of Dutch business overall and provides a way to compare the strategies of Dutch MNEs with those of MNEs from other countries.

Using Systems of Innovation Approach (SI) and International Business (IB) literature, this paper analyzes the level of embeddedness of Multi?national Enterprises (MNEs) in Central and Eastern Europe (CEE). MNEs are discussed as they link the host country economy with the global economy by their regional and global networks. The expansion and successful embeddedness of West European multinational firms is crucial for the industrial integration of CEECs into the EU. The focus of the study is on the largest food processing com?panies, which invested in the region - namely Nestl? Unilever and InBev. The paper discusses the motives of investment and the entry strategies of food MNEs, outlines their contribution to the local development and stresses on the national actors as forces to embedded foreign direct investment (FDI). The paper discovered that EU membership facilitated the processes of global reorganizations of Nestl?, Unilever and InBev in CEE. All the three MNEs object of this research closed partially or completely plants all over CEE (and Western Europe). Hence, in a liberal trade regime it is very difficult to talk about long-term embeddedness of MNEs. It seems that the global strategies of the companies and the size of the market are the factor, which pre-determines the level of embeddedness of food MNEs in a certain economy and not so much the national actors and institutions. .

The fi rst part of the article describes specifi c paradoxes of pseudo-managerial situations, that arise at industrial enterprises, and suggests an algorithm for case study from the perspective of business communication and its informational and communicative peculiarities. Communication can be manageable, unmanageable, and self-managing. They appear in businesses as interlevel, unilevel, and intralevel communications. One or another type of communication can become central and form a managerial position. Leader’s management in the system of his/her communications can be: unprofessional, when problems are solved at the expense of moral and economical losses; weak, when secondary issues are solved instead of prior ones; pseudo-managerial, when solving one problem leads to new problems, issues, confl icts; formal, when those in charge keep aloof from common goals and stick to personal duties. The second part of the article describes methodological and theoretical variants of personnel’s info-communication in business enterprises and typical reasons of confl icts.

In today‘s dynamic and turbulent environment, organizations are increasingly entering into the international market to sustain competitive advantage and explore special skills and knowledge and the need to improve their performance. This study examined how competitiveness could be achieved using product attributes and pricing strategy in Nigerian multinational firms. The survey research design was adopted. A structured questionnaire was employed in collecting data from 313 respondents in Nestle Nigeria Plc, Unilever Nigeria Plc, and P.Z. Cussons Nigeria Plc, which was obtained through Raosoft sample estimator at 95% confidence level and 5% error margin using selected multinationals in fast-moving consumer goods. Categorical regression was used to determine the effect of product attribute and pricing strategy on multinational firms‘ competitiveness in Nigeria. The study revealed that product attributes and pricing strategy have positive, significant, and joint effects on multinational firms‘ competitiveness with coefficient and p-value of β1 =0.288 (p-value<0.000) and β2 =0.289 (p-value<0.000) at F-stat=67.795 (0.000) and adj. R2 =0.381. Therefore, it is concluded that competitiveness can be achieved using product attributes and pricing strategy. It is recommended that firms place greater emphasis on their products‘ attributes and pricing to improve their competitiveness posture.

AbstractA stock investment is one of alternatives that have a bright prospect in the futures. However, it is necessary to manage the risks, which is an important of choosing share intended. Up to now a relevan classic says “Don’t put all of your eggs in one basket”. Therefore the share diversification is necessary as an investment choise to form a portfolio. The main purpose of this research are the ascertain the optimal portfolio by using single index model. Population to be chosen in the study is firms listed on Kompas-100. However, the simple included are only 33 firms that present continuously simultan on Kompas-100. This research results showed that there were ten stocks of portfolio candidates from thirty-three stocks researched with the cut-off-point (C*) of 0,016495. And ten of stocks which have the biggest excess return to beta (ERB) make up the optimal portfolio. Allocation of these funds comprises 1,1365% for Astra Agro Lestari Inc stock (AALI), 14,3439% for Astra International Inc stock (ASII), 5,072% for Cahroen Pokphand Indonesia Inc Stock (CPIN), 14,9259% for Gudang Garam Inc stock (GGRM), 10,1117% for Gajah Tunggal Inc stock (GJTL), 6,0152% for Indofood Sukses Makmur Inc stock (INDF), 7,7498% for Indocement Tunggal Perkasa Inc (INTP), 4,5907% for Kalbe Farma Inc stock (KLBF), 11,8773% for United Tractor Inc stock (UNTR), 24,177% for Unilever Indonesia Inc stock (UNVR). The portfolio rate of return of 3,62999% and risk of 9,45729%. The conclusion of this study is that rational investor will invest their funds in optimal portfolio comprises stocks candidates portfolio.

Sales and operations planning translates the requirements of the customers at the market place (related to new and/or existing products and services) into actionable tactical plans to drive the activities of the value chain of the organization. The present work aims to provide a multi-period and multi-perspective evaluation framework to compare the sales and operational performance (SOP) of firms in an emerging market. SOP is one of the frontline KPIs that describes the efficiency and effectiveness of the sales and operations planning. There is a scantiness in the extant literature about well-defined indicators to measure SOP. The current work fills the gap in the literature by developing a hybrid multi-criteria decision making (MCDM) framework utilizing the Logarithmic Percentage Change-driven Objective Weighting (LOPCOW) and Evaluation based on Distance from Average Solution (EDAS) models for a novel application in assessing SOP. From the data analysis, it is also evident that there is a variations in the year wise ranking of the companies. However, all individual year wise rankings maintain statistically significant correlations with the aggregated ranking. For aggregation purpose, Borda Count Method is used. The companies like ITC Limited, Hindustan Unilever Ltd., Avanti Feeds Ltd., Britannia Industries Ltd., and Symphony Ltd. hold the top five positions on aggregate. The comparison with other MCDM models is made and sensitivity analysis is carried out. The present work is a first of its kind that would encourage the analysts and the policy makers to evaluate the sales and operational performance using a scientific way.

Microplastics are environmental contaminants of emerging concern that are used in huge quantities in cosmetics and personal care products. As a result, microplastics are continuously released to the environment with serious implications to the ecosystem and human health. A literature search was carried out on Medline, Mendeley, Science Direct and Scopus, gathering relevant articles from 2014-2021. Common types of microplastics used in these products are polyethylene (PE), polypropylene (PP), polyethylene terephthalate (PET) and poly (methyl methacrylate) (PMMA). They are usually incorporated in toothpastes, shower gels, shampoos, creams, eye shadows, deodorants, blush powders, make-up foundations and skin creams as exfoliators, emulsifiers, binding agents, opacifying agents, anti-static agents and film-forming agents. Microplastics can cause stunted growth, infertility and low survival rate in aquatic life and they also have been linked to obesity, infertility, cancer and diabetes in humans. Major companies such as Unilever and L'Oréal have removed microplastics from their products or use the alternatives such as chitin, cellulose based microbeads and bio-based plastics. Information on long term effects of microplastics on humans is still scarce. The suitability of materials replacing microplastics and the effectiveness of campaigns and the implemented regulations are not fully evaluated. These research gaps are useful for other researchers to explore more on this subject.

This commentary concerns the Servizio Elettrico Nazionale (SEN) case that stems from the conduct of an incumbent operator – Enel S.p.A. – called upon to confront the liberalization process of the Italian electricity market. In particular, the former legal monopolist allegedly worked to consolidate its dominant position in the electricity production market, by denying its rivals access to a resource that would have been non-replicable and of strategic importance to compete in the liberalized electricity distribution market. This ruling is of fundamental importance as the Court of Justice discusses therein the objectives of antitrust law and the notion of exclusionary abuse. Moreover, in light of the practical interpretation of the ruling, it is important to ask whether the CJEU would have developed the same reasoning if the relevant market had not concerned an industry undergoing liberalization, such as the electricity sector. The commentary closes by referencing the more recent Unilever case, where the Court of Justice seems to confirm the opportunity of applying the “as efficient competitor test” to non-price practices even, in the absence of a market liberalization process.

Abstract Research Purpose. The human resource function of firms is faced with the challenges of identifying recruitment practices that contribute to employee retention as a recruitment outcome. The aim of the study was to examine the relationship between E-recruitment practices and employee retention of multinational corporations (MNCs) in Nigeria. Design/Methodology/Approach. Two research questions were posed for the study and two hypotheses formulated in line with the objectives. Questionnaires were administered to the selected population of the Unilever Nigeria Plc. Corporate websites and commercial websites sites were the E-recruitment practices used to analysed their influence on employee retention. The data were analysed using manual and electronic based methods through the data preparation grid and statistical package for the social science, (SPSS). The study made use of statistical tools such as regression analysis in testing hypothesis and analysis of variance (ANOVA), which helped in the interpretation of results. Findings The research use analysis to estimate trends that corporate websites and commercial websites were significant in explaining employee retention. The results of this study confirm existing literature that argues for a positive relationship between the two variables. The results also portray that human resource managers should have an understanding of the relationship between E-recruitment practices and employee retention. Originality/Value/Practical implications. The study seeks to contribute to existing literature on E-recruitment practices and employee retention. The practical justification would be useful to human resource practitioners by making them aware of the current E-recruitment practices and the impact of its implementation to a firm’s level of employee retention

The biggest FMCG company in India, HUL, strives to build a brighter future with its top-notch products and services. Thus, an effort has been made to learn about the numerous steps taken by HUL to appeal to the rural market. With revenues of 163 billion rupees and a net profit of 21 billion rupees in 2008, Hindustan Unilever Limited (HUL), a Unilever subsidiary, was India's largest Fast Moving Consumer Goods firm. Despite having a CAGR of 22% for sales and 32% for profits in the 1990s, HUL only saw a CAGR of 4.96% for sales and 7% for net profits from 1999 to 2008. In order to achieve its organisational growth and profitability goals, HUL had to make adjustments to its people management strategy and practises as a result of stagnant sales between 2001 and 2004 and the more volatile environment in the expanding Indian consumer market. The case discusses HUL's marketing and human resources strategies from 1999 to 2008. The fast-moving consumer products business is experiencing an unprecedented amount of uncertainty as customer tastes and preferences change at an exponential rate. This essay investigates how emerging organic and natural product firms, like Patanjali, are vying for market share against well-established behemoths like Hindustan Unilever. Consumer perceptions are sampled through a survey in this study, and the findings are then analysed to see how customer demographics connect to brand perception and, in turn, purchasing behaviour. Rural marketplaces have become more important recently since rural populations' purchasing power has significantly increased as a result of the general expansion of the economy. Due to the green revolution, the rural regions are consuming a lot of produced goods from the industrial and urban sectors. In this situation, a unique marketing tactic known as rural marketing has arisen. This article makes an effort to learn about the many steps HUL has done to engage rural consumers. The market leader and biggest company in the FMCG sector in India is Hindustan Unilever. HUL was the first business to enter the rural Indian marketing sector.

Ben & Jerry/Unilever raises the issues of (1) how to bring a nonbusiness culture (B&J) into a corporate culture (Unilever) while preserving the value acquired; (2) how to manage a recently acquired subsidiary whose parent company is an ocean away; (3) how, as a corporate-appointed general manager, the French general manger can gain the trust of the acquired firm; and (4) how (or even whether) to preserve the Social Responsibility (SR) aspects of the target. An additional focus might be how (or whether) to export a socially-responsible firm’s values to overseas locations. The case can be positioned near the end of a PMI course, where the students can apply PMI skills in a unique ethical and cultural situation. Alternatively, it can be used in an Ethics course to highlight the challenges of maintaining an SR mission when a public global corporation acquires a local (Vermont) SR organization.

Ben & Jerry/Unilever raises the issues of (1) how to bring a nonbusiness culture (B&J) into a corporate culture (Unilever) while preserving the value acquired; (2) how to manage a recently acquired subsidiary whose parent company is an ocean away; (3) how, as a corporate-appointed general manager, the French general manger can gain the trust of the acquired firm; and (4) how (or even whether) to preserve the Social Responsibility (SR) aspects of the target. An additional focus might be how (or whether) to export a socially-responsible firm's values to overseas locations. The case can be positioned near the end of a PMI course, where the students can apply PMI skills in a unique ethical and cultural situation. Alternatively, it can be used in an Ethics course to highlight the challenges of maintaining an SR mission when a public global corporation acquires a local (Vermont) SR organization.

Multinational organizations face challenges in firm productivity in terms of quality, quantity of work, effectiveness and employee performance. The study assessed the effect of incentives on the performance of multinational tea companies in Kericho County. Expectancy theory was adopted. A descriptive research design was appropriate for the study which targeted 99 senior, middle and lower manager of James Finlays Kenya Limited, George Williamson Limited and Unilever Limited in Kericho County. A census of 99 managers was used as respondent. Data was obtained using questionnaires. The data was analyzed using descriptive especially the mean and standard deviation. While inferential statistics was utilized to test significance. The analyzed data was presented using percentages and frequency distribution tables and chart. The study result indicated that there was significant effect of monetary pay, allowance, fringe benefit and incentive on firm productivity. The study concluded that compensation practices significantly affected on firm productivity (p<0.05). The study recommended that other incentive should be explored based on employee performance which results in firm productivity.

This research broadens the Strategic Entrepreneurship construct. This research aims to clarify the relationship between strategic and entrepreneurial activities with competitive landscape changes by questioning is the firm limited to the current boundary of competition? By integrating the competitive dynamics and multimarket competition theory, the study finds the correlative relationship between Strategic Entrepreneurship activities with competitive landscape shifts. The study found that explorative activities do not have any commonalities with traditional competitors. Also, the high involvement competitive tension with rival causes the firm to go beyond its current landscape, which enables the incumbent firm to increase the market commonality with new competitors and traditional competitors. The research also looking for the anomalies that emerged within the process of it and give several explanations for that. By analyzing the M&A history (between 1995 - 2019) of big players in the consumer goods industry which has a similar core (Procter & Gamble and Unilever) I found the support to the hypothesis.Keywords: explorative activities, exploitative activities, competitive tension, competitive landscape

Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives. Marketing efforts designed to attract customers to make purchases again and again from a specific company. Strategies used in India through digital marketing for customer loyalty such as E-mail marketing, social media marketing, Video marketing, Content marketing, Mobile optimized website, SMS text marketing, Search engine optimization, Blogging, Customer reviews and website. There is a case study of HUL’s famous coffee brand Bru, As India’s top coffee brand Bru wanted to re-engage its existing customer base and reward loyal consumers for their purchases. This case study looks at how the Hindustan Unilever firm enticed its core audience of young women with free mobile airtime rewards- building a useful database through digital marketing of airtime rewards.

This case is a well-established precedent in the world of insider trading. But what is insider trading? According to Upstox, Insider Trading is the act of purchasing, selling, underwriting, or agreeing to underwrite the securities or stocks of an organization by key executives/personnel of the company who have access to UPSI - Unpublished Price Sensitive Information regarding the company. In simple language, it is an illegal practice to trade in a company's securities using sensitive information that hasn't been made public. Insider trading refers to the use of this information to make an erroneous profit or loss. The information is referred regarded as "price sensitive" since it may influence the market value of a company's shares. The first legislation addressing insider trading was the Securities and Exchange Board of India ("SEBI") Act, 1992, and the SEBI (Prohibition of Insider Trading) ("PIT") Regulations, 1992 and the Companies Act, 2013 ("The Act"), Section 195 was added to outlaw insider dealing in stocks. The SEBI PIT Regulations, 2015, which were implemented in 2015, superseded the 1992 regulations to update the capital market regulatory structure. Unpublished Price Sensitive Information ("UPSI") communication and trading while in possession of UPSI are covered by Regulations 3 and 4 of the PIT Regulations, 2015, respectively. Regulation 2(1) (n) of PIT 2015 defines UPSI, as follows: “(n) “unpublished price sensitive information” means any information, relating to a company or its securities directly or indirectly, that is not generally available which upon becoming generally available, is likely to materially affect the price of the securities and shall, ordinarily including but not restricted to, information relating to the following: (i) financial results;(ii) dividends;(iii) change in capital structure;(iv) mergers, de-mergers, acquisitions, de-listings, disposals and expansion of business and such other transactions; (v) changes in key managerial personnel; and(vi) material events with the listing agreement. NOTE: It is intended that information relating to a company or securities that are not generally available would-be unpublished price-sensitive information if it is likely to materially affect the price upon coming into the public domain. The types of matters that would ordinarily give rise to unpublished price sensitive information have been listed above to give illustrative guidance of unpublished price sensitive information.” A person who works for the firm whose shares they trade is an insider. For instance, he could be one of the company's directors, presidents, or top executives who own more than 10% of the stock. Even if a person is not employed by the company, they may have access to plenty of secret information about stock performance from a genuine corporate official. Examples of N.S.E insider trading include officers, directors, and staff who trade in the company's securities after learning of significant and private business happenings and friends, co-workers, or family members of such executives, directors, and staff who traded shares after learning of this knowledge.

Research methodology The data for this case was collected from legal and business research databases (Lexis, ABI/INFORM)) and from business press sources (for example, Forbes, the NY Times and the Wall Street Journal). Emails between the Egg Board, the Food and Drug Administration and key players at Unilever are referenced throughout the case and were provided by the United States Department of Agriculture’s Agricultural Marketing Service Compliance Branch and obtained pursuant to the Freedom of Information Act. Federal regulations and codes, as applicable, are also referenced (The US Code, the Code of Federal Regulations). Case overview/synopsis This short case presents the problems of Just Mayo, a start-up company, in maintaining and growing market share in an industry dominated by a well-established, multinational firm. In 2011 Hampton Creek (renamed Just, Inc in 2018) began operations as a manufacturer of plant-based food products. One of its earliest products was Just Mayo, a sandwich spread with all the attributes of traditional mayonnaise except without eggs or other dairy products. Shortly after Just Mayo was introduced, Unilever – a multinational conglomerate and food giant, sued Hampton Creek, claiming that use of the name “Just Mayo” amounted to false advertising and unfair competition. Complexity academic level This case is a learning tool for management, business law and ethics students at the undergraduate level. It was used in 2019 in a business law class at the sophomore and junior undergraduate level, where the focus was primarily on ethical considerations for all parties, understanding the role of regulatory agencies, and the legality of the strategies used. However, this case is equally applicable for a management or strategic management course with a focus on analyzing the tactics used for maintaining competitive advantage. A stakeholder analysis for various parties in either of these courses would also be suitable. Instructors addressing some of these topics together should find it particularly useful.

This study examines the relationship between Corporate Social Performance and Corporate Financial Performance and Financial Risk of BSE top 10 companies in India. The variables of Corporate Social Performance and Financial Performance and Financial Risk were used in this study. There was positive relationship between Corporate Social Performance, Corporate Financial Performance and Financial Risk, at Bajaj Finance Ltd, Reliance Industries Ltd, Bajaj Auto Ltd, State Bank of India, Hindustan Unilever Ltd, Asian Paints Ltd and Bharathi Airtel Ltd. The novelty of the study is that the analysis of this study focuses on CSP, CFP and Financial Risk in respect of Indian firms.

PurposeDrawing on the natural resource-based view (NRBV) and dynamic capability perspectives, the current study investigates the extent to which environmental supply chain strategies (ESCSs) predict the dimensions of sustainable performance of manufacturing firms.Design/methodology/approachIn a cross-sectional survey, data were drawn from eight (8) listed manufacturing firms in Ghana: Aluworks Ltd, Unilever Ghana Plc, Fan Milk Limited, Guinness Ghana Breweries Limited, Cocoa Processing Company, Dannex Ayrton Starwin Plc, Benso Oil Palm Plantation Ltd and Samba Foods Ltd. The data from 396 respondents were analysed with partial least square structural equation modelling (PLS-SEM) approach to test the research hypotheses.FindingsThe study revealed that environmental, social and economic sustainability performance reporting indicators were positively and significantly predicted by ESCSs of manufacturing firms in an emerging economy.Practical implicationsIn essence, the results provide broad support to the assertion that sustaining companies over several generations largely depends on understanding and implementing proactive green strategies or otherwise perish.Originality/valueThe study contributes to the few studies that investigate ESCSs and sustainability performance issues in emerging economies, like Ghana, where sustainability is on the verge of gaining momentum.

In 2021, Sebamed’s campaign appealed to consumers that ‘Do not listen to Film stars, Listen to Science’ ( Film stars kee Nahi, science kee suno—in Hindi). The campaign intended to persuade consumers to make more informed choices when they buy personal care products and to compare Sebamed’s attributes (pH) with its competitors—Dove and Lux (Hindustan Unilever—HUL). Sebamed highlighted the pH as an attribute and how soap’s high pH value (7 and more) can be harmful to the skin. The campaign was comparing the pH value of Sebamed with HUL’s Dove and Lux. HUL reacted to this campaign and highlighted the research, development and testing process adopted for its different products. HUL also did a counter-campaign highlighting that water also has a pH of 7 and suggested that consumers use common sense when buying soaps. Even though the campaign by Sebamed was interesting it did not have any significant impact on the sales of HUL brands—Dove and Lux. The interesting question is: what should be the focus of campaigns in a hypercompetitive market?

The key aim of this research article is to analyze the performance of firms through dividend policy variables and shareholders’ wealth creation of the Fast moving consumer goods (FMCG) sector of India. The selected companies comprise of all listed Nifty FMCG Index firms in National stock exchange. The variables like Dividend payout ratio (DPR), dividend yield (DY) and dividend per share (DPS) for dividend policy analysis and Market value added (MVA) were examined over a period of 10 years (2010-2019). Authors used Statistical tools like Spearman’s Correlation, Kruskal Wallis (KW) H test and Post hoc test of Dunn-Bonferroni. Results found that there is a statistically significant and positive relationship between dependent and independent variables. KW test result shows that there is a significant difference between performance of sample firms. Post hoc test also validated the results of Kruskal Wallis test by considering pair wise comparison. Moreover, From the calculation of Market Value added (MVA), it was found that ITC added the highest wealth for its shareholders’ during the entire study period followed by Hindustan Unilever Limited (HUL) and Dabur India Limited. Godrej Industries added positive but lowest market value during the study period. All the selected firms created wealth for their shareholders. The study can be useful to the prospective investors and investment or brokerage firms to make investment decisions for the long term. Moreover, research can be further carried out by considering other areas like operational efficiency, Profitability and so on.

Purpose In this paper, the authors argue that there is a flip side to the business-and-sustainability relationship, which deals with how sustainability affects management practices. The so-called first-class leading companies in sustainability have put sustainability at the centre of strategic planning and defined their business case for sustainability. This paper aims to analyse these companies on sustainability imperatives and propose a comprehensive framework for developing a business case for sustainability. Design/methodology/approach This paper investigates the sustainability strategies and initiatives of six leading global firms (Nike, Unilever, Siemens AG, General Electric, Interface and Walmart). It provides insights into how leading firms have developed a comprehensive business case for their sustainability initiatives and are enjoying a competitive advantage. The inductive approach, using the case method and interpretive structural modelling, is used to propose a comprehensive framework for defining the business case for sustainability that might help other organisations do well by doing good and create sustainable value. Findings The success stories of the chosen organisations reaffirm that there is a business case for sustainability initiatives and efforts, as companies derive long-term benefits and also enjoy a competitive advantage. Other firms, which are yet to pave their paths towards sustainability, have a lot to learn from these successes. Practical implications The conceptual framework proposed in this paper will be very useful for organisations that are still on the path to establishing a business case for sustainability as there is a lot to learn from the first-class companies practising sustainability and learn from their reflection and experience. Originality/value The study in this paper contributes to the existing knowledge base by presenting a comprehensive list of sustainability imperatives that helps an organisation define the business case for sustainability and proposes a conceptual framework in this direction.

We need a clear, unified, and consistent voice to effect the complete dismantling, the abolition, of the mechanisms of animal exploitation.And that will only come from what we say and do, no matter who we are.— Gary L. Francione, animal rights theoristThe history of hashtags is relatively short but littered with the remnants of corporate hashtags which may have seemed a good idea at the time within the confines of the boardroom. It is difficult to understand the rationale behind the use of hashtags as an effective communications tactic in 2019 by corporations when a quick stroll through their recent past leaves behind the much-derided #qantasluxury (Glance), #McDstories (Hill), and #myNYPD (Tran).While hashtags have an obvious purpose in bringing together like-minded publics and facilitating conversation (Kwye et al. 1), they have also regularly been the subject of “hashtag takeovers” by activists and other interested parties, and even by trolls, as the Ecological Society of Australia found in 2015 when their seemingly innocuous #ESA15 hashtag was taken over with pornographic images (news.com.au). Hashtag takeovers have also been used as a dubious marketing tactic, where smaller and less well-known brands tag their products with trending hashtags such as #iphone in order to boost their audience (Social Garden). Hashtags are increasingly used as a way for activists or other interested parties to disrupt a message. It is, I argue, predictable that any hashtag related to an even slightly controversial topic will be subject to some form of activist hashtag takeover, with varying degrees of success.That veganism and the dairy industry should attract such conflict is unsurprising given that the two are natural enemies, with vegans in particular seeming to anticipate and actively engage in the battle for the opposing hashtag.Using a comparative analysis of the #Veganuary and #Februdairy hashtags and how they have been used by both pro-vegan and pro-dairy social media users, this article illustrates that the enthusiastic and well-meaning social media efforts of farmers and dairy supporters have so far been unable to counteract those of well-organised and equally passionate vegan activists. This analysis compares tweets in the first week of the respective campaigns, concluding that organisations, industries and their representatives should be extremely wary of engaging said activists who are not only highly-skilled but are also highly-motivated. Grassroots, ideology-driven activism is a formidable opponent in any public space, let alone when it takes place on the outspoken and unstructured landscape of social media which is sometimes described as the “wild West” (Fitch 5) where anything goes and authenticity and plain-speaking is key (Macnamara 12).I Say Hashtag, You Say Bashtag#Februdairy was launched in 2018 to promote the benefits of dairy. The idea was first mooted on Twitter in 2018 by academic Dr Jude Capper, a livestock sustainability consultant, who called for “28 days, 28 positive dairy posts” (@Bovidiva; Howell). It was a response to the popular Veganuary campaign which aimed to “inspire people to try vegan for January and throughout the rest of the year”, a campaign which had gained significant traction both online and in the traditional media since its inception in 2014 (Veganuary). Hopes were high: “#Februdairy will be one month of dairy people posting, liking and retweeting examples of what we do and why we do it” (Yates). However, the #Februdairy hashtag has been effectively disrupted and has now entered the realm of a bashtag, a hashtag appropriated by activists for their own purpose (Austin and Jin 341).The Dairy Industry (Look Out the Vegans Are Coming)It would appear that the dairy industry is experiencing difficulties in public perception. While milk consumption is declining, sales of plant-based milks are increasing (Kaiserman) and a growing body of health research has questioned whether dairy products and milk in particular do in fact “do a body good” (Saccaro; Harvard Milk Study). In the 2019 review of Canada’s food guide, its first revision since 2007, for instance, the focus is now on eating plant-based foods with dairy’s former place significantly downgraded. Dairy products no longer have their own distinct section and are instead placed alongside other proteins including lentils (Pippus).Nevertheless, the industry has persevered with its traditional marketing and public relations activities, choosing to largely avoid addressing animal welfare concerns brought to light by activists. They have instead focused their message towards countering concerns about the health benefits of milk. In the US, the Milk Processing Education Program’s long-running celebrity-driven Got Milk campaign has been updated with Milk Life, a health focused campaign, featuring images of children and young people living an active lifestyle and taking part in activities such as skateboarding, running, and playing basketball (Milk Life). Interestingly, and somewhat inexplicably, Milk Life’s home page features the prominent headline, “How Milk Can Bring You Closer to Your Loved Ones”.It is somewhat reflective of the current trend towards veganism that tennis aces Serena and Venus Williams, both former Got Milk ambassadors, are now proponents for the plant-based lifestyle, with Venus crediting her newly-adopted vegan diet as instrumental in her recovery from an auto-immune disease (Mango).The dairy industry’s health focus continues in Australia, as well as the use of the word love, with former AFL footballer Shane Crawford—the face of the 2017 campaign Milk Loves You Back, from Lion Dairy and Drinks—focusing on reminding Australians of the reputed nutritional benefits of milk (Dawson).Dairy Australia meanwhile launched their Legendairy campaign with a somewhat different focus, promoting and lauding Australia’s dairy families, and with a message that stated, in a nod to the current issues, that “Australia’s dairy farmers and farming communities are proud, resilient and innovative” (Dairy Australia). This campaign could be perceived as a morale-boosting exercise, featuring a nation-wide search to find Australia’s most legendairy farming community (Dairy Australia). That this was also an attempt to humanise the industry seems obvious, drawing on established goodwill felt towards farmers (University of Cambridge). Again, however, this strategy did not address activists’ messages of suffering animals, factory farms, and newborn calves being isolated from their grieving mothers, and it can be argued that consumers are being forced to make the choice between who (or what) they care about more: animals or the people making their livelihoods from them.Large-scale campaigns like Legendairy which use traditional channels are of course still vitally important in shaping public opinion, with statistics from 2016 showing 85.1% of Australians continue to watch free-to-air television (Roy Morgan, “1 in 7”). However, a focus and, arguably, an over-reliance on traditional platforms means vegans and animal activists are often unchallenged when spreading their message via social media. Indeed, when we consider the breakdown in age groups inherent in these statistics, with 18.8% of 14-24 year-olds not watching any commercial television at all, an increase from 7% in 2008 (Roy Morgan, “1 in 7”), it is a brave and arguably short-sighted organisation or industry that relies primarily on traditional channels to spread their message in 2019. That these large-scale campaigns do little to address the issues raised by vegans concerning animal welfare leaves these claims largely unanswered and momentum to grow.This growth in momentum is fuelled by activist groups such as the People for the Ethical Treatment of Animals (PETA) who are well-known in this space, with 5,494,545 Facebook followers, 1.06 million Twitter followers, 973,000 Instagram followers, and 453,729 You Tube subscribers (People for the Ethical Treatment of Animals). They are also active on Pinterest, a visual-based platform suited to the kinds of images and memes particularly detrimental to the dairy industry. Although widely derided, PETA’s reach is large. A graphic video posted to Facebook on February 13 2019 and showing a suffering cow, captioned “your cheese is not worth this” was shared 1,244 times, and had 4.6 million views in just over 24 hours (People for the Ethical Treatment of Animals). With 95% of 12-24 year olds in Australia now using social networking sites (Statista), it is little wonder veganism is rapidly growing within this demographic (Bradbury), with The Guardian labelling the rise of veganism unstoppable (Hancox).Activist organisations are joined by prominent and charismatic vegan activists such as James Aspey (182,000 Facebook followers) and Earthling Ed (205,000 Facebook followers) in distributing information and images that are influential and often highly graphic or disturbing. Meanwhile Instagram influencers and You Tube lifestyle vloggers such as Ellen Fisher and FreeLee share information promoting vegan food and the vegan lifestyle (with 650,320 and 785,903 subscribers respectively). YouTube video Dairy Is Scary has over 5 million views (Janus) and What the Health, a follow-up documentary to Cowspiracy: The Sustainability Secret, promoting veganism, is now available on Netflix, which itself has 9.8 million Australian subscribers (Roy Morgan, “Netflix”). BOSH’s plant-based vegan cookbook was the fastest selling cookbook of 2018 (Chiorando).Additionally, the considerable influence of celebrities such as Miley Cyrus, Beyonce, Alicia Silverstone, Zac Efron, and Jessica Chastain, to name just a few, speaking publicly about their vegan lifestyle, encourages veganism to become mainstream and increases its widespread acceptance.However not all the dairy industry’s ills can be blamed on vegans. Rising costs, cheap imports, and other pressures (Lockhart, Donaghy and Gow) have all placed pressure on the industry. Nonetheless, in the battle for hearts and minds on social media, the vegans are leading the way.Qualitative research interviewing new vegans found converting to veganism was relatively easy, yet some respondents reported having to consult multiple resources and required additional support and education on how to be vegan (McDonald 17).Enter VeganuaryUsing a month, week or day to promote an idea or campaign, is a common public relations and marketing strategy, particularly in health communications. Dry July and Ocsober both promote alcohol abstinence, Frocktober raises funds for ovarian cancer, and Movember is an annual campaign raising awareness and funds for men’s health (Parnell). Vegans Matthew Glover and Jane Land were discussing the success of Movember when they raised the idea of creating a vegan version. Their initiative, Veganuary, urging people to try vegan for the month of January, launched in 2014 and since then 500,000 people have taken the Veganuary pledge (Veganuary).The Veganuary website is the largest of its kind on the internet. With vegan recipes, expert advice and information, it provides all the answers to Why go vegan, but it is the support offered to answer How to go vegan that truly sets Veganuary apart. (Veganuary)That Veganuary participants would use social media to discuss and share their experiences was a foregone conclusion. Twitter, Facebook, and Instagram are all utilised by participants, with the official Veganuary pages currently followed/liked by 159,000 Instagram followers, receiving 242,038 Facebook likes, and 45,600 Twitter followers (Veganuary). Both the Twitter and Instagram sites make effective use of hashtags to spread their reach, not only using #Veganuary but also other relevant hashtags such as #TryVegan, #VeganRecipes, and the more common #Vegan, #Farm, and #SaveAnimals.Februdairy Follows Veganuary, But Only on the CalendarCalling on farmers and dairy producers to create counter content and their own hashtag may have seemed like an idea that would achieve an overall positive response.Agricultural news sites and bloggers spread the word and even the BBC reported on the industry’s “fight back” against Veganuary (BBC). However the hashtag was quickly overwhelmed with anti-dairy activists mobilising online. Vegans issued a call to arms across social media. The Vegans in Australia Facebook group featured a number of posts urging its 58,949 members to “thunderclap” the Februdairy hashtag while the Project Calf anti-dairy campaign declared that Februdairy offered an “easy” way to spread their information (Sandhu).Februdairy farmers and dairy supporters were encouraged to tell their stories, sharing positive photographs and videos, and they did. However this content was limited. In this tweet (fig. 1) the issue of a lack of diverse content was succinctly addressed by an anti-Februdairy activist.Fig. 1: Content challenges. (#Februdairy, 2 Feb. 2019)MethodUtilising Twitter’s advanced search capability, I was able to search for #Veganuary tweets from 1 to 7 January 2019 and #Februdairy tweets from 1 to 7 February 2019. I analysed the top tweets provided by Twitter in terms of content, assessed whether the tweet was pro or anti Veganuary and Februdairy, and also categorised its content in terms of subject matter.Tweets were analysed to assess whether they were on message and aligned with the values of their associated hashtag. Veganuary tweets were considered to be on message if they promoted veganism or possessed an anti-dairy, anti-meat, or pro-animal sentiment. Februdairy tweets were assessed as on message if they promoted the consumption of dairy products, expressed sympathy or empathy towards the dairy industry, or possessed an anti-vegan sentiment. Tweets were also evaluated according to their clarity, emotional impact and coherence. The overall effectiveness of the hashtag was then evaluated based on the above criteria as well as whether they had been hijacked.Results and FindingsOverwhelmingly, the 213 #Veganuary tweets were on message. That is they were pro-Veganuary, supportive of veganism, and positive. The topics were varied and included humorous memes, environmental facts, information about the health benefits of veganism, as well as a strong focus on animals. The number of non-graphic tweets (12) concerning animals was double that of tweets featuring graphic or shocking imagery (6). Predominantly the tweets were focused on food and the sharing of recipes, with 44% of all pro #Veganuary tweets featuring recipes or images of food. Interestingly, a number of well-known corporations tweeted to promote their vegan food products, including Tesco, Aldi, Iceland, and M&S. The diversity of veganism is reflected in the tweets. Organisations used the hashtag to promote their products, including beauty and shoe products, social media influencers promoted their vegan podcasts and blogs, and, interestingly, the Ethiopian Embassy of the United Kingdom tweeted their support.There were 23 (11%) anti-Veganuary tweets. Of these, one was from Dr. Jude Capper, the founder of Februdairy. The others expressed support for farming and farmers, and a number were photographs of meat products, including sausages and fry-ups. One Australian journalist tweeted in favour of meat, stating it was yummy murder. These tweets could be described as entertaining and may perhaps serve as a means of preaching to the converted, but their ability to influence and persuade is negligible.Twitter’s search tool provided access to 141 top #Februdairy tweets. Of these 82 (52%) were a hijack of the hashtag and overtly anti-Februdairy. Vegan activists used the #Februdairy hashtag to their advantage with most of their tweets (33%) featuring non-graphic images of animals. They also tweeted about other subject matters, including environmental concerns, vegan food and products, and health issues related to dairy consumption.As noted by the activists (see fig. 1 above), most of the pro-Februdairy tweets were images of milk or dairy products (41%). Images of farms and farmers were the next most used (26%), followed by images of cows (17%) (see fig. 2). Fig. 2: An activist makes their anti-Februdairy point with a clear, engaging image and effective use of hashtags. (#Februdairy, 6 Feb. 2019)The juxtaposition between many of the tweets was also often glaring, with one contrasting message following another (see fig. 3). Fig. 3: An example of contrasting #Februdairy tweets with an image used by the activists to good effect, making their point known. (#Februdairy, 2 Feb. 2019)Storytelling is a powerful tool in public relations and marketing efforts. Yet, to be effective, high-quality content is required. That many of the Februdairy proponents had limited social media training was evident; images were blurred, film quality was poor, or they failed to make their meaning clear (see fig. 4). Fig. 4: A blurred photograph, reflective of some of the low-quality content provided by Februdairy supporters. (#Februdairy, 3 Feb. 2019)This image was tweeted in support of Februdairy. However the image and phrasing could also be used to argue against Februdairy. We can surmise that the tweeter was suggesting the cow was well looked after and seemingly content, but overall the message is as unclear as the image.While some pro-Februdairy supporters recognised the need for relevant hashtags, often their images were of a low-quality and not particularly engaging, a requirement for social media success. This requirement seems to be better understood by anti-Februdairy activists who used high-quality images and memes to create interest and gain the audience’s attention (see figs. 5 and 6). Fig. 5: An uninspiring image used to promote Februdairy. (#Februdairy, 6 Feb. 2019) Fig. 6: Anti-Februdairy activists made good use of memes, recognising the need for diverse content. (#Februdairy, 3 Feb. 2019)DiscussionWhat the #Februdairy case makes clear, then, is that in continuing its focus on traditional media, the dairy industry has left the battle online to largely untrained, non-social media savvy supporters.From a purely public relations perspective, one of the first things we ask our students to do in issues and crisis communication is to assess the risk. “What can hurt your organisation?” we ask. “What potential issues are on the horizon and what can you do to prevent them?” This is PR101 and it is difficult to understand why environmental scanning and resulting action has not been on the radar of the dairy industry long before now. It seems they have not fully anticipated or have significantly underestimated the emerging issue that public perception, animal cruelty, health concerns, and, ultimately, veganism has had on their industry and this is to their detriment. In Australia in 2015–16 the dairy industry was responsible for 8 per cent (A$4.3 billion) of the gross value of agricultural production and 7 per cent (A$3 billion) of agricultural export income (Department of Agriculture and Water Resources). When such large figures are involved and with so much at stake, it is hard to rationalise the decision not to engage in a more proactive online strategy, seeking to engage their publics, including, whether they like it or not, activists.Instead there are current attempts to address these issues with a legislative approach, lobbying for the introduction of ag-gag laws (Potter), and the limitation of terms such as milk and cheese (Worthington). However, these measures are undertaken while there is little attempt to engage with activists or to effectively counter their claims with a widespread authentic public relations campaign, and reflects a failure to understand the nature of the current online environment, momentum, and mood.That is not to say that the dairy industry is not operating in the online environment, but it does not appear to be a priority, and this is reflected in their low engagement and numbers of followers. For instance, Dairy Australia, the industry’s national service body, has a following of only 8,281 on Facebook, 6,981 on Twitter, and, crucially, they are not on Instagram. Their Twitter posts do not include hashtags and unsurprisingly they have little engagement on this platform with most tweets attracting no more than two likes. Surprisingly they have 21,013 subscribers on YouTube which featured professional and well-presented videos. This demonstrates some understanding of the importance of effective storytelling but not, as yet, trans-media storytelling.ConclusionSocial media activism is becoming more important and recognised as a legitimate voice in the public sphere. Many organisations, perhaps in recognition of this as well as a growing focus on responsible corporate behaviour, particularly in the treatment of animals, have adjusted their behaviour. From Unilever abandoning animal testing practices to ensure Dove products are certified cruelty free (Nussbaum), to Domino’s introducing vegan options, companies who are aware of emerging trends and values are changing the way they do business and are reaping the benefits of engaging with, and catering to, vegans. Domino’s sold out of vegan cheese within the first week and vegans were asked to phone ahead to their local store, so great was the demand. From their website:We knew the response was going to be big after the demand we saw for the product on social media but we had no idea it was going to be this big. (Domino’s Newsroom)As a public relations professional, I am baffled by the dairy industry’s failure to adopt a crisis-based strategy rather than largely rely on the traditional one-way communication that has served them well in the previous (golden?) pre-social media age. However, as a vegan, persuaded by the unravelling of the happy cow argument, I cannot help but hope this realisation continues to elude them.References@bovidiva. “Let’s Make #Februdairy Happen This Year. 28 Days, 28 Positive #dairy Posts. From Cute Calves and #cheese on Crumpets, to Belligerent Bulls and Juicy #beef #burgers – Who’s In?” Twitter post. 15 Jan. 2018. 1 Feb. 2019 <https://twitter.com/bovidiva/status/952910641840447488?lang=en>.Austin, Lucinda L., and Yan Jin. Social Media and Crisis Communication. 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