The Perfect Blend? : Strategic Licensing Between Starbucks and Nestlé / Fabian Bartsch, Felipe Pantoja.

Format:

Book

Author/Creator:

Bartsch, Fabian, author.

Pantoja, Felipe, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Product management--Case studies.

Product management.

Physical Description:

1 online resource

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

This case study examines the USD 7.15 billion licensing deal between Nestlé and Starbucks in 2018, a significant event in the global coffee industry. Nestlé obtained exclusive rights to sell Starbucks products globally, including coffee and tea. The deal covered a range of products and includes Starbucks-branded capsules for Nestlé's Nespresso and Dolce Gusto systems. This strategic partnership aimed to enhance Starbucks' global presence and reinforce Nestlé's market position. However, there may also be some caveats that could significantly affect Starbucks' brand identity, future expansion plans, and long-term strategy. This case invites students to discuss key aspects of strategic brand management and market expansion strategies by evaluating their advantages and drawbacks.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071961766

1071961764

OCLC:

1483992714