Case Study

Hindustan Lever (B): The reality check

4 pages
January 2006
Reference: IMD-2-0123

The B-case of this three part series shows how performance lagged behind expectations. Women dropped out of the scheme, sales decreased during the harvest season, and the system risked losing momentum. HLL needed to decide whether to wait for the system to eventually take off, or to implement changes to the complex system of interdependent variables and players. This case shows how a mere innovation, as outlined in the A-case, is insufficient to create a sustainable model. Learning, facing reality, and giving the system time to evolve are key success factors.

Rural Marketing, Sustainable Marketing, Consumer Goods, Corporate Sustainability Management
Field Research
© 2005
Available Languages
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Teaching note, Video
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