From Dream To Nightmare (A) Harvard Case Solution & Analysis

IMD-3-2227 © 2011
Van der Graaf, Kees

This case relates the occasions preceeding the visit of Kees van der Graaf, president of Unilever's Ice Cream and Frozen Foods Europe (ICFE), to the position of Foods Division Director. When one of Unilever's co-chairs notified him of the Board's choice, the A-case explains how Kees was taken by surprise at the yearly senior management occasion in February 2004.

This implied that Kees would have a seat on Unilever's board and end up being a member of the executive committee. The following day, when the news was formally launched, the dream rapidly turned into a nightmare for Kees.

Subjects: Corporate communication; On-boarding process; New leader
Settings: Global; HQ in London and Rotterdam ; Food and beverages; Home and personal care products; FMCG ; 2010 turnover of €44.3 billion ; 2004

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