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DEFM305 Acquisition Business Management

Preparing for her major strategic review, Nancy Thys thought that the team ought to reassess the strength and relevance of the Nespresso Brand Positioning. She was convinced that Nespresso ought to be true to its original Positioning, yet evolve it to reflect significant changes in consumers’ behavior and the new competitive landscape. This was always a delicate balancing act. To this end, she asked you to review the Nespresso Brand Positioning,

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25 Other / Other American Public University System / DEFM305 18 Nov 2020