Innovation and Renovation: The Nespresso Story
- ケース
The case traces the development of the Nespresso System in a 100%-owned affiliate deliberately placed outside of Nestlé's main organisational structure. It highlights the team's successes and challenges in creating a new, small, niche segment in the mature coffee market and its prospects for growing the business from Sfr 150 million to Sfr 1 billion within the next decade. A radical departure from most Nestlé lines of businesses targeted to the mass market, the Nespresso story offers provocative lessons about innovation in large, highly structured organisations.
- 出版日
- 2000/01
- 改訂日
- 2021/12
- 領域
- マーケティング
- ボリューム
- 24ページ
- コンテンツID
- CCJB-IMD-5-0543-02
- オリジナルID
- IMD-5-0543
- ケースの種類
- Field Research
- 言語
- 英語
- 翻訳
- 日本語
- カラー
- 製本の場合、カラー印刷での納品となります。