IMD Annual Report 2019

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IMD’s case writing is globally renowned for its excellence, quality, innovation and insight. The institution’s close ties to the business world, coupled with its academic rigor, mean that its growing body of award-winning case work is regularly accessed and utilized by peer business schools around the world. Best-selling cases in 2019 REINVENTING NESPRESSO? THE CHALLENGES OF A MARKET LEADER UNDER ATTACK Kamran Kashani, Dominique Turpin, Fang Liu In 2011, Nespresso achieved phenomenal success. But challenges started to appear. The 1,700 patents protecting theNespresso systemwere expiring, and more and more copycat capsules compatible with Nespresso machines were emerging. Nespresso was seeing declining growth rate and market share loss. This case describes the new competition Nespresso faced, Nespresso’s first reactions, and the tough choices it had to make in order to sustain its success.

LEGO: CONSOLIDATING DISTRIBUTION (A) Carlos Cordon, Ralf Seifert , Edwin Wellian

Two years after joining the LEGO Group as their Logistics Manager for Europe and Asia, Egil Møller Nielsen finds himself fighting several battles at different fronts; the most difficult one on his home turf against his own management team. He is half-way implementing a bold plan: close down all existing local and regional logistics operations and consolidate all logistics and distribution activities from a central location in the Czech Republic, managed by an external partner - DHL. Outsourcing logistics services on a scale like this – in Eastern Europe – had never been done before by any European company. The stakes are high as LEGO, struggling for survival, is also trying to re-invent itself. Should Nielsen push through his plan – in which he firmly believes - or give in to the mounting pressure from home and relax his efforts?