Globalisation's Ethical, Economic, and Cultural Impact on Unilever

This report examines the positive ethical, economic, and cultural impacts of globalisation on Unilever's marketing and human resource functions. The research, based on a qualitative approach using primary data from 30 HR and marketing managers, explores the effects of increased competition, cultural considerations in recruitment, ethical responsibilities in the global market, and cultural issues. The report identifies key themes such as the importance of market analysis, ethical awareness, and the positive changes brought about by globalisation, including cultural diversity and cost reduction. Recommendations include strategies for maintaining a positive impact by monitoring political environments, developing ethical awareness, and managing the challenges associated with globalisation to optimize Unilever's marketing and HR strategies. The findings highlight the importance of ethical considerations and cultural sensitivity in a globalised market.

POSITIVE, ETHICAL, ECONOMIC AND CULTURAL
IMPACT OF GLOBALISATION ON MARKETING AND
HUMAN RESOURCE FUNCTION WITHIN ORGANISATION

AIM AND OBJECTIVES
Aim
 “To assess positive ethical, economic and cultural impact of Globalisation on marketing and Human resource function within
organisation: A case study on Unilever”.
Objectives
 To understand positive impact of ethical, economic and cultural factor with increasing Globalisation
 To examine ethical, economic and cultural consideration of Unilever on marketing and Human resource function
 To outline ways to manage changes in marketing and Human resource function with respect to ethical, economic and cultural factor.
 To recommend strategies which Unilever can implement to manage positive impact of ethical, economic and cultural factor with
increasing Globalisation

RESEARCH METHODOLOGY
 Research type: qualitative research
 Research approach: inductive approach
 Research philosophy: interpretivism research philosophy
 Data collection: Primary data
 Sampling: Random sampling, 30 HR and marketing managers of Unilever
 Data Analysis: Qualitative

Theme 1: Increase in competition for Unilever regarding
promotion of its products due to globalisation.
Response Number of Respondents
Agree 10
Strongly Agree 13
Neutral 2
Disagree 3
Strongly disagree 2
Total 30 Agree
Strongly Agree
Neutral
Disagree
Strongly
disagree
0 2 4 6 8 10 12 14
10
13
2
3
2

Theme 2: Abidance of cultural aspect by Unilever while
recruiting personnel's form different countries.
Response Number of Respondents
Agree 9
Strongly Agree 15
Neutral 2
Disagree 3
Strongly disagree 1
Total 30
9
15
2
3 1
Agree Strongly Agree Neutral
Disagree Strongly disagree

Theme 3: Importance of ethical consideration while operating in global
market for ensuring success of the business.
Response Number of Respondents
Agree 8
Strongly Agree 16
Neutral 4
Disagree 1
Strongly disagree 1
Total 30
Agree Strongly
Agree
Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
8
16
4
1 1

Theme 4: Cultural issues faced while appointing a Foreign national within
Unilever.
Response Number of
Respondents
Yes 25
May be 3
Not 2
Total 30
Yes May be Not
0
5
10
15
20
25
30
25
3 2

Theme 5: Assistance provided by globalization for
exploring marketing opportunities
Response Number of Respondents
Agree 5
Strongly Agree 20
Neutral 2
Disagree 2
Strongly disagree 1
Total 30
5
20
2
2 1
Agree Strongly Agree Neutral
Disagree Strongly disagree

Theme 6: Increased opportunities for Unilever for recruiting more skilled
people for around the world
Response Number of Respondents
Agree 8
Strongly Agree 17
Neutral 1
Disagree 3
Strongly disagree 1
Total 30
Agree Strongly
Agree
Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
8
17
1
3
1

Theme 7: Cost reduction related with production due to adoption of global
technologies by Unilever.
Response Number of
Respondents
Agree 7
Strongly Agree 20
Neutral 1
Disagree 1
Strongly disagree 1
Total 30
7
20
1 1 1
Agree Strongly Agree Neutral
Disagree Strongly disagree

Theme 8: Cultural diversity brought within organization and its functions by
globalization.
 Majority of the managers of Unilever have given a reply that globalization
have brought a positive change in company as bringing in cultural integration
of different culture form around the world making organization a unity in
diversity.

Theme 9: International agreements taxation and reduction in marketing and
promotion cost.
 Almost all managers agreed that with taxation agreement with other nations
for operating in internal markets have reduced the costing of marketing and
promotion due to reduced taxes on these activities.