Provides background information for a negotiations exercise in which pupils will represent either Keurig, a startup that has developed an innovative "part pack" java brewing alternative, or Green Mountain Coffee Roasters (GMCR), a fast growing premium coffee roaster interested in licensing Keurig's technology.
Keurig and Green Mountain Coffee Roasters Case Study Solution
The dialogue will determine the royalty to be paid to Keurig by GMCR, who will bear capital expenditures, and whether GMCR secures exclusive distribution rights to Keurig's system.
PUBLICATION DATE: December 09, 2011 PRODUCT #: 812101-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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