Illycaffè is a family firm, founded in 1933. It grew to become an internationally successful company focusing on the premium coffee market based on an uncompromising quest to supply the best cup of coffee.
In 1999, the company founded a centre of excellence for java, called Università del Caffè (UdC). UdC was part of the overall strategy of the firm, accentuating its emphasis on quality and focus on technological and scientific invention. The case illustrates the UdC, its course offerings, and its role in the company strategy.
PUBLICATION DATE: July 12, 2010 PRODUCT #: SM188B-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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