Nespresso France: Encapsulating Sustainability
This is an abstract of the case study used in BGA’s Future Leaders Case Competition in 2020. The case study used in this competition is kindly provided by The Case Centre.
Nespresso France is growing fast and profitably. However it is under increasing pressure from the media and opinion leaders who perceive its single-serve aluminum capsules as wasteful and damaging to the environment.
The case lists four options that Arnaud Deschamps, CEO of Nespresso France, considered, including (1) ‘benign neglect’; (2) setting up a proprietary recycling system; (3) redesigning the product to avoid aluminium; and (4) sponsoring a complete overhaul of the country’s recycling system.
Entrants are tasked with analysing each option and providing their recommendations to Nespresso France including a three year strategy plan to implement this.
The case thus provides an opportunity to discuss the links between sustainability, corporate reputation as a strategic resource, and ethical decision making.