Sunday, June 23, 2024
Case Studies » Featured Case Studies » Case Studies » Reckitt Benckiser: Strategy, leadership and company culture - 1. Introduction

Reckitt Benckiser: Strategy, leadership and company culture - 1. Introduction

1. Introduction

To be successful in the fast-paced world of household, health and personal care products, you have to think big. Reckitt Benckiser (RB) is a world leader in the making and marketing of household, consumer health care and personal products. With over 20 million products sold daily across almost 200 countries, RB is a global success story. RB came about as a result of a merger in 1999 between the German company Benckiser and Reckitt & Colman from the United Kingdom.

Reckitt Benckiser - Strategy, leadership and company culture

The two businesses were a good match, with a combined history of innovation spanning over 150 years. Complimenting each other geographically, they now covered extensive markets across Europe, the UK, Australia, the United States and many smaller markets worldwide.

Similarly, their product portfolios worked well together, with Benckiser a market leader in automatic dishwashing and fabric care products, while

Reckitt & Colman had achieved success in disinfectants, home care, pest control and health and personal care.

The merger was a successful one, with RB the fastest growing business in its sector. The above industry-average growth since the merger can be linked directly to the company’s strategy, company culture and leadership model. Having the right people helps create the right culture, one RB describes as strong, fast-acting and highly effective.

The company embraces diversity and encourages constructive conflict to achieve the best ideas and innovations. The leadership team expects their employees to use initiative, take ownership of their ideas and to take risks, with the aim of outperforming the market.


(Page 2 of 7)
Associated with:
Learning Area(s):
  • Business Environment | Developing organisational culture
  • Business Structure and Organisation | Aligning structure to objectives
  • Business Structure and Organisation | Organisational structures:overview
  • Careers | Career training and development
  • Change Management | Leadership and change
  • Communication | Interpersonal communication
  • Entrepreneurship/Innovation | Fostering innovation within business
  • Entrepreneurship/Innovation | Innovative business
  • Entrepreneurship/Innovation | Product/service innovation
  • Global Business | Types of global business/expansion
  • Human Resource Management | Diversity management
  • Human Resource Management | Employee Motivation
  • Human Resource Management | Recruitment and selection
  • Management Skills | Communication
  • Management Skills | Managing in a team environment
  • Management Skills | Role of leadership
  • Management Styles | Effective styles in management situations
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
From: Edition 7

Leave a comment

Make sure you enter the (*) required information where indicated.
Basic HTML code is allowed.

Subscribe today!

Purchase a subscription today!

We are delighted to offer you a subscription to access over 80 additional case studies, learning activities, teacher notes and downloadable content!
Click here to log-in if you already have an account.

Order the print version!

Order a hard copy!

Purchase a print version of Edition 7 for yourself or additional copies for your school! 

Commission a case study for your business

If your company or organisation would like to be part of Australia & New Zealand's best case study resource, apply for a case study online or phone us on 
02 4991 2874 in Australia and 0800 990 999 in New Zealand.

What's New?


New Edition 7 case studies available now!

Buy a printed copy of Edition 7Buy a printed copy of Edition 7 case studies.

Subscribe nowSubscribe now to get access to over 80 additional case studies and support material.

Teaching Resources

Learning Resources

Useful Resources
Need to contact a teaching association?
Or get ideas for class?
Check out our useful links.

Teaching Hints & Strategies
Share your lesson plans with other
professionals or search for ideas here.

Tell us your favourite case study?

What Is your Favourite Edition 7 Case Study?

Log in / log out