Case Study Using the Risk Diagnosis Methodology.pdf

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1、RISKDIAGNOSISMETHODOLOGYINUNILEVER–ACASESTUDYBernadetteL.WalshUnileverResearchBernadette.Walsh@Unilever.comAcknowledgement:ThecontributionstothispapermadebySandyMcLure,UnileverCorporateMaSTaregratefullyacknowledged.AbstractUnileverisamultinationalconcernwhichmarketsmanyoftheeverydayfoo

2、d,groomingandhomecareproductsusedbypeopleallovertheworld.TosupportacontinualstreamofinnovationsinahighlycompetitivemarketUnilevertypicallyhasoverathousandprojectsrunningatanyonetime,eachofwhichrelatestoaneworexistingbrandedproduct.RiskManagement(RM)ofInnovationprojectswithinUnileverbec

3、ameformalisedintoastandardsetofproceduresin1995,andisnowamandatoryrequirementforinnovationprojects.CollaborativeworkwiththeTechnicalUniversityofEindhovenresultedintheapplicationoftheirRiskDiagnosisMethodology(RDM)tohighriskprojectsinordertoidentify,prioritiseandmanagerisk.Uptothepresen

4、ttheRDMprocedurehasbeenappliedtoarangeofprojectsofhighbusinessimpact.Thispaperdiscussesthemethodologyemployed,howithasbeenadaptedtosuitUnileverrequirementsandreviewstheeffectivenessoftheprocess.Theresultantlearningisofferedforotherswishingtoemploythismethod.TheRiskDiagnosisMethodologyT

5、heRiskDiagnosisMethodology(Halman&Keizer,1994)isusedasthebasisforriskanalysisofhigh-riskinnovationprojectswithinUnilever.Inbrieftheoriginalprocedureconsistsof3-4stages:1.Interviews.Riskanalyst(s)conductconfidentialqualitativeinterviewswitharangeofpeopleinvolvedintheproject,forinstance-

6、researchscientists,localcompanymarketingpersonnel,publicrelationsexpertsandmembersoftheBoard.Athoroughviewofthepotentialriskissuesintechnological,organisationalandcommercialareasisthuselicited.2.Questionnaire.Riskissuesaredistilledintoaquestionnairewhichallintervieweesandselectedothers

7、areaskedtocomplete.Eachriskissueispresentedasapositivelyphrasedriskstatement.Eachriskstatementispresentedfortherespondenttorateintermsof3factors(impact,probabilityandcontrollability).Thedistributionofteamscoresforeachfactordeterminestheoverallriskclassforeachriskstatement(inarangeofF