Innovation and Renovation: The Nespresso Story

Kashani, Kamran Miller, Joyce

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IMD

The case traces the development of the Nespresso System in a 100%-owned affiliate deliberately placed outside of Nestle'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 SFR150 million to SFR1 billion within the next decade. A radical departure from most Nestle lines of businesses targeted to the mass market, the Nespresso story offers provocative lessons about innovation in large, highly structured organisations. **EFMD Case Writing Competition Category Winner 2003**

出版日
2000
改訂日
2003/12
領域
経営・戦略
ボリューム
24ページ
コンテンツID
CCJB-IMD-5-0543
オリジナルID
IMD-5-0543
言語
英語
翻訳
日本語