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Must-Win Battles: How to Win Them, Again and Again by Tracey Keys, Thomas Malnight, Peter Killing

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Chapter 8. From Tent to Tent: The Unilever Ice Cream Journey

This chapter describes a two-year MWB journey that was undertaken by the Unilever Ice Cream Frozen Foods business group, as told by Kees van der Graaf, the Unilever executive who led the journey.

Even before I took over our European ice cream and frozen food division in April 2001, I knew we had a problem. An employee survey showed that the people in the business felt it was lacking in strategic focus at the top. Apparently one day, leadership was banging on the table and saying, “We will launch a product everywhere, with the same brands, the same proposition,” and the next day you would see one person doing one thing, another doing something else—no one was working as a team. There ...

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