Innovation and Renovation: The Nespresso Story

Kashani, Kamran Miller, Joyce

  • ケース
IMD

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
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。