Jeffrey S. Raikes School of Computer Science and Management
Date of this Version
Spring 2023
Document Type
Article
Citation
Baumert, C., Delos Reyes, A., Floeder, C., Lohrman, B., Rao, P. (2023). Ben and Jerry's: When Subsidiaries Fight Back. University of Nebraska-Lincoln.
Abstract
Ben and Jerry’s is a world-leader in the premium ice cream market, having a very well-established brand known for high quality ice cream and unique flavors. Additionally, they are known for a large emphasis on economic and social equity, standing fast in their values and being very outspoken about their stances on prominent current events. After being acquired by Unilever, a global consumer goods company, Ben and Jerry’s came face to face with the reality that their company values will sometimes clash with their parent company’s after putting out a statement regarding the Israeli-Palestinian conflict that Unilever quickly denounced. While navigating this conflict that eventually resulted in a private settlement out of court, Ben and Jerry’s was forced to reconsider how to best maintain their own brand and mission, while simultaneously being a subsidiary.