Differentiating a Commodity

You can purchase it in 16 flavours, it comes individually portioned and it’s a 3.2 billion dollar a year business for Nestle. We’re talking about the Nespresso coffee business that uses George Clooney as its spokesperson. Selling to both individuals and business customers, Nespresso is Nestlé’s fastest growing business unit. According to Nestle, these premium […]

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