illycaffe and Gruppo illy (B): Universita Del Caffe

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Case

Reference no. SM188B

Subject category: Strategy and General Management

Authors: Victoria Chang (Stanford Graduate School of Business, Stanford University); Glenn Carroll (Stanford Graduate School of Business, Stanford University); Hayagreeva Rao (Stanford Graduate School of Business, Stanford University)

Published by: Stanford Business School

Originally published in: 2010

Version: 12 July 2010

Length: 6 pages

Data source: Field research

Topics: Coffee; Market segmentation; Branding; Strategy; Family owned businesses

Share a link: https://casecent.re/p/95712

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Abstract

Illycaffe is a family company, founded in 1933. It grew to become an internationally successful company focusing on the premium coffee market based on an uncompromising quest to provide the perfect cup of coffee. In 1999, the company founded a center of excellence for coffee, called Università del Caffe (UdC). UdC was part of the company''s overall strategy, enhancing its emphasis on quality and focus on scientific and technological innovation. The case describes the UdC, its course offerings, and its role in the company strategy.

Location:

Italy, United States