Publications
Publications
- December 1992
- HBS Case Collection
Nestle Italy
By: John A. Quelch
Abstract
Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being introduced, Nescafe still has a market share of only one percent.
Keywords
Citation
Quelch, John A., and Michele Costabile. "Nestle Italy." Harvard Business School Case 593-009, December 1992.