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Nabob and the Coffee Kerfuffle: How the 120-year-old brand managed to maintain its challenger status.

In the CEO Afterlife

JUNE 8, 2016

Its strategy to get out ahead of the competition rested on the innovative, hard, vacuum-sealed packaging its then-parent company, Jacob Suchard, was using in Europe at the time. That’s when the brand shifted its strategy, once again, and developed the long-standing “Better Beans. Better Coffee” positioning.

Brand

Brand Brand Management Advertising Management

How IBM's Sam Palmisano Redefined the Global Corporation

Harvard Business Review

JANUARY 18, 2012

He also forced partners and distributors to commit in writing to uphold IBM's strict ethical standards. In contrast, IBM kept laser-like focus on building the global organization to execute its strategy, and financial results followed. Palmisano once said, "The CEO is not the brand! It is not about you.

Globalization

Globalization Golden Parachute Short-term Long-term

Nabob and the Coffee Kerfuffle: How the 120-year-old brand managed to maintain its challenger status.

How IBM's Sam Palmisano Redefined the Global Corporation

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