Case Award for Prof. Ralf Seifert

Ralf Seifert won in the "Supply Chain Management" category for their case Unilever Tea (A) and (B).

This case documents Unilever’s journey to revitalize Lipton brand through sourcing all its tea from Rainforest Alliance Certified (TM) farms. It provides a framework for discussions around the challenges of aligning supply chains behind the re-positioning of a high-value brand as sustainable. It also explores the business case for sustainable sourcing of agricultural raw materials and raises questions on the potential to improve the economic health of the entire supply chain.

The Unilever Tea case is available via ECCH and featured as a Financial Times' summary.

Reference

Strebel, H., A. Ionescu-Somers, and R. W. Seifert (2011) "Unilever Tea: Revitalizing Lipton's Supply Chain (A & B)", (Teaching Note), IMD-6-0327-T, IMD, Switzerland