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Case Studies by Henrich Greve

1 case studies

by Publication Date
published: 23 Jun 2014

  • Topic: Entrepreneurship
  • Industry: Consumer electronic goods
  • Region: Global

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Abstract:
This is a condensed version of the Handpresso case series #5841. It describes the development from concept to production of the world's first and smallest hand-held espresso machine. It explains the design process and how the product is brought to market. The CEO of Nielsen Innovation, Henrik Nielsen, decides not to license it as he has with other designs but to create a spin-off company for the Handpresso machine. The final chapter finds the team in a quandary, Henrik Nielsen’s untimely death leaves his wife at the helm. With two new machines ready for launch within a couple of months, it describes how the product is brought to market through partnerships and alliances. Having made a conscious decision to take this route, an agreement is signed with leading coffee roaster Lavazza, who in turn negotiates an exclusive agreement with the auto giant Fiat.

Pedagogical Objectives:
The overall objective is to show how to move from a “good idea” to a “good business” – in other words, how to capture value from an innovation and then build this through an alliance portfolio.

Keywords:
Product Innovation, Licensing, Retail, Partnerships, Alliances, Entrepreneurship, Product Design, Business Model Innovation

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