Sustainable Tea at Unilever

Posted: 1 Mar 2012

See all articles by Rebecca M. Henderson

Rebecca M. Henderson

Harvard Business School; NBER

Frederik Nellemann

Harvard Business School

Date Written: December 21, 2011

Abstract

Unilever's Lipton Tea had been successful with the first phase of its certification partnership with Rainforest Alliance. Now the company faced challenges in how to push forward with the transformation of more difficult parts of the supply chain and how to market sustainable tea in developing markets like India.

Learning Objective: This case explores Unilever's transition to "sustainable tea," focusing both on the costs and benefits of building a sustainable supply chain and the question of whether consumers are willing to pay for it. Unilever has been successful bringing sustainable tea to developed markets - can it replicate that success in the developing world?

Suggested Citation

Henderson, Rebecca M. and Nellemann, Frederik, Sustainable Tea at Unilever (December 21, 2011). Harvard Business School Marketing Unit Case No. 712-438. Available at SSRN: https://ssrn.com/abstract=2014245

Rebecca M. Henderson (Contact Author)

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

NBER

1050 Massachusetts Avenue
Cambridge, MA 02138
United States

Frederik Nellemann

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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