Roasting Plant coffee: From engineer's dream to customer's delight
Our story starts in 2001. Mike Caswell, an engineer and early Starbuck’s employee, creates a technology that permits better flavor and increased margins, for fresh-roasted coffee in retail stores. Years of engineering and fundraising, franchising, disputes, hopes and frustrations ensue. Jamie Robertson joins in 2017, as both investor and CEO of a new unit in the UK and opens a store in London. The Covid pandemic hits, but Jamie perseveres, as he has realized that it is the customer experience that will make the difference. Jamie and his team open additional stores in London, Jamie is named CEO of the group, and eventually they are successful in raising significant funds for expansion in the UK and the US.
- Understanding the path from idea to success.
- Dissecting great technology from the value it delivers to customers.
- Exploring the perseverance that is required to be an entrepreneur.
2001-2022
Cranfield University
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Harvard Business School Publishing
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NUCB Business School
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Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Building on NTT (A), the case starts with NTT’s CEO having narrowed down strategic growth options with the board to prepare NTT for the future. Past international investments in AT&T Wireless and KPN to tap into foreign markets had resulted in bil...
Research Information & Knowledge Hub for additional information on IMD publications
NTT Corporation, Japan’s information and communication technologies (ICT) leader since 1953, was the first to commercialize internet usage on mobile phones in the 1990s, which resulted in NTT achieving much success in Japan. However, by the end of...
Research Information & Knowledge Hub for additional information on IMD publications
This case study examines the remarkable evolution of Daikin Industries, a company that demonstrated resilience and innovation over nearly a century. Founded in 1924 by Akira Yamada in Osaka, Japan, Daikin originally focused on manufacturing aircra...
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Research Information & Knowledge Hub for additional information on IMD publications
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Research Information & Knowledge Hub for additional information on IMD publications
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