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Prize winner
Case
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Reference no. IMD-5-0543
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 07.12.2021
Revision date: 28-Mar-2022
Length: 24 pages
Data source: Field research
Topics: Innovation; New product development; Direct marketing; Coffee; Marketing; Nespresso (brand)
Share a link: https://casecent.re/p/11532
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Abstract

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 CHF150 million to CHF1 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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 1999.

Geographical setting

Region:
World/global
Country:
Switzerland

Featured company

Nestlé - Nespresso
Turnover:
CHF 150 million
Industry:
Coffee

Featured protagonists

  • Yannick Lang (male)
  • Willem Pronk (male), General Manager
Teaching note
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Reference no. IMD-5-0543-T
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2003
Version: 14.05.2003
Length: 22 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0543-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 12.05.2009
Length: 27 pages
Data source: Field research
Topics: Innovation; New product development; Marketing a new concept to upsca; Direct marketing; Nestle
View full details
Case
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Reference no. IMD-5-0543-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2007
Version: 15.06.2016
Length: 26 pages
Data source: Field research
Topics: Innovation; New product development; Marketing a new concept to upsca; Direct marketing; Nestle
View full details
Case
-
Reference no. IMD-5-0543-PT
Portuguese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2017
Version: 20.12.2017
Length: 25 pages
Data source: Field research
Topics: Innovation; New product development; Direct marketing; Coffee; Marketing; Nespresso (brand)
View full details
Case
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Reference no. IMD-5-0543-ZH
Simplified Chinese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2017
Version: 18.05.2017
Length: 25 pages
Data source: Field research
Topics: Innovation; New product development; Direct marketing; Coffee; Marketing; Nespresso (brand)
View full details
Supporting video
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Reference no. IMD-5-0543-V
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2003
Length: 29 minutes
Data source: Field research
Topics: Innovation; New product development; Marketing a new concept to upsca; Direct marketing
Notes: We recommend that you view the preview copy before purchasing this video. File size 2.71GB. Click for more information.
View full details

About

Abstract

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 CHF150 million to CHF1 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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 1999.

Geographical setting

Region:
World/global
Country:
Switzerland

Featured company

Nestlé - Nespresso
Turnover:
CHF 150 million
Industry:
Coffee

Featured protagonists

  • Yannick Lang (male)
  • Willem Pronk (male), General Manager

Related

Teaching note
-
Reference no. IMD-5-0543-T
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2003
Version: 14.05.2003
Length: 22 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0543-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 12.05.2009
Length: 27 pages
Data source: Field research
Topics: Innovation; New product development; Marketing a new concept to upsca; Direct marketing; Nestle
View full details
Case
-
Reference no. IMD-5-0543-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2007
Version: 15.06.2016
Length: 26 pages
Data source: Field research
Topics: Innovation; New product development; Marketing a new concept to upsca; Direct marketing; Nestle
View full details
Case
-
Reference no. IMD-5-0543-PT
Portuguese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2017
Version: 20.12.2017
Length: 25 pages
Data source: Field research
Topics: Innovation; New product development; Direct marketing; Coffee; Marketing; Nespresso (brand)
View full details
Case
-
Reference no. IMD-5-0543-ZH
Simplified Chinese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2017
Version: 18.05.2017
Length: 25 pages
Data source: Field research
Topics: Innovation; New product development; Direct marketing; Coffee; Marketing; Nespresso (brand)
View full details
Supporting video
-
Reference no. IMD-5-0543-V
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Joyce Miller (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2003
Length: 29 minutes
Data source: Field research
Topics: Innovation; New product development; Marketing a new concept to upsca; Direct marketing
Notes: We recommend that you view the preview copy before purchasing this video. File size 2.71GB. Click for more information.
View full details
Awards, prizes & competitions
2003 - EFMD Case Writing Competition - category winner