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    Case of the month

    How Nespresso reset its strategy to target the growth youth market

    Nespresso, the global leading brand in portioned coffee faced an existential threat: the decline of its traditionally loyal, but aging customer base. Discover actionable insights on how the company took on the challenge of targeting future young Millennial and Gen Z coffee drinkers, whose values and consumption patterns differ from older generations. What lessons can be learned from listening to today’s non-consumers and adapting brand strategies to appeal to alternative, sometimes sceptical, market segments?

    Kamran Kashani and Goutam Challagalla
    March 2025
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    Rituals Cosmetics: Building the world’s leading well-being brand in Asia
    By Dominique Turpin and Sandeep Puri
    Case reference: IMD-7-2411 ©2023
    Summary
    Rituals, founded in the Netherlands in 2000 by Raymond Cloosterman, has had double digit growth over the last 15 years. It had taken the European b…
    Best-selling Case Study
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    Reference IMD-7-2411
    Copyright ©2023
    Copyright owner IMD Copyright
    Organization Rituals Cosmetics
    Industry Consumer Goods, Cosmetics and Perfumes
    Available Languages English
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    Research Information & Knowledge Hub for additional information on IMD publications

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    Marketing
    General Management
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    Apple’s supply chain transformation
    By Carlos Cordon and Nick Georgiev
    Case reference: IMD-7-2451 ©2023
    Summary
    In 2022, Apple lost US$1.5 billion in Black Friday sales due to iPhone supply constraints. One in three retail stores across the US and Europe expe…
    Best-selling Case Study
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    Reference IMD-7-2451
    Copyright ©2023
    Copyright owner IMD Copyright
    Organization Apple
    Industry Consumer Goods, Consumer Electronics
    Available Languages English
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    Future-proofing HEINEKEN: The EverGreen strategy
    By Niccolò Pisani and Inès Augier
    Case reference: IMD-7-2423 ©2023
    Summary
    Dolf van den Brink, CEO of HEINEKEN, left the company’s global headquarters in Amsterdam for a company retreat. Over the next three days, the entir…
    The Case Centre Awards and Competitions 2025 – Strategy and General Management Category Award
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    Reference IMD-7-2423
    Copyright ©2023
    Copyright owner IMD Copyright
    Organization HEINEKEN
    Industry Consumer Goods, Beer
    Available Languages English
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    Boosting and sustaining operational excellence
    By Luis Vivanco Carlos Cordon and Magdi Batato
    Case reference: IMD-2653 ©2025
    Summary
    The case explores the principles and challenges of operational excellence through the experience of Magdi Batato, former EVP of Operations at Nestl…
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    Reference IMD-2653
    Copyright ©2025
    Copyright owner IMD Copyright
    Organization Nestlé
    Industry Consumer Goods, Food and Beverage;Consumer Goods
    Available Languages English
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    Nestlé Health Science: Building a healthy future towards 2030
    By Niccolò Pisani Elham Pazirandeh-Micol Karine Richard Liudmila Ost and Quentin de Rham
    Case reference: IMD-7-2636 ©2025
    Summary
    The board of Nestlé S.A. announced that Anna Mohl would become the CEO of Nestlé Health Science (NHSc) — a global leader in nutritional science — o…
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    Reference IMD-7-2636
    Copyright ©2025
    Copyright owner IMD Copyright
    Organization Nestlé Health Science
    Industry Healthcare, Health and Medical Services;Healthcare, Pharmaceuticals
    Available Languages English
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    Research Information & Knowledge Hub for additional information on IMD publications

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    Case reference: IMD-7-2439 ©2025
    Summary
    The B case picks up at the end of Case A. It’s now autumn 2022. Klaas Ariaans and Eric Jones, leaders within ABN AMRO’s Personal and Business Banki…
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    Reference IMD-7-2439
    Copyright ©2025
    Copyright owner IMD Copyright
    Organization ABN AMRO
    Industry Finance and Insurance, Banking
    Available Languages English
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    Case reference: IMD-7-2192, © 2025
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    Case reference: IMD-7-2609 ©2024
    Summary
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    The Case Centre Awards and Competitions Winner 2025 – Outstanding Compact Case
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    Reference IMD-7-2609
    Copyright ©2024
    Copyright owner IMD Copyright
    Organization Grupo Inca
    Industry Manufacturing, Textile
    Available Languages English
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    Social Innovation Business Ethics Sustainability
    By Vanina Farber, Carolina Duran Silva, Baris Silahcioglu, Hugo ten Zijthoff and Shih-Han Huang
    Case reference: IMD-7-2610, © 2024
    Read more
    SIBIUS: Battling cognitive disorders
    By Benoit F. Leleux Giorgia Riba Renee Pazdan Manu K. Mathew and Arvind Hurboseea
    Case reference: IMD-7-2447 ©2023
    Summary
    Sept 2022. Corinne Avelines, SIBIUS’s CEO, had received the news that the results of the first large-scale test of the company’s first product had …
    2024 John Molson MBA International Case Writing Competition – 3rd Prize
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    Reference IMD-7-2447
    Copyright ©2023
    Copyright owner IMD Copyright
    Organization SIBIUS
    Industry Healthcare
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

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    Valeur Absolue: Values-based entrepreneurship
    By Heather Cairns-Lee Benoit F. Leleux Anna Khrustaleva Connie Anyika Oksana Matyukha and Ramil Babayev
    Case reference: IMD-7-2504 ©2023
    Summary
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    2024 John Molson MBA International Case Writing Competition – 4th Prize
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    Reference IMD-7-2504
    Copyright ©2023
    Copyright owner IMD Copyright
    Organization Valeur Absolue
    Industry Consumer Goods, Cosmetics and Perfumes
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

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