Brem, Alexander; Maier, Maximilian; Wimschneider, Christine - In: European Journal of Innovation Management 19 (2016) 1, pp. 133-148
Purpose – The purpose of this paper is to describe how Nespresso achieved competitive advantage through innovation by changing the rules of the game in its industry. Design/methodology/approach – Nespresso was analyzed based on public available secondary data, in combination with related...