Case | HBS Case Collection | December 2011

Keurig and Green Mountain Coffee Roasters

by Paul W. Marshall, Thomas R. Eisenmann, Shikhar Ghosh and Lauren Barley

Abstract

Provides background information for a negotiations exercise in which students will represent either Keurig, a startup that has developed an innovative "portion pack" coffee brewing solution, or Green Mountain Coffee Roasters (GMCR), a fast-growing premium coffee roaster interested in licensing Keurig's technology. The negotiation will determine the royalty to be paid to Keurig by GMCR, which will bear capital expenditures, and whether GMCR secures exclusive distribution rights to Keurig's system.

Keywords: Negotiation; Food and Beverage Industry;

Language: English Format: Print 12 pages EducatorsPurchase

Citation:

Marshall, Paul W., Thomas R. Eisenmann, Shikhar Ghosh, and Lauren Barley. "Keurig and Green Mountain Coffee Roasters." Harvard Business School Case 812-101, December 2011.

Related Work

  1. Case | HBS Case Collection | March 1999 (Revised June 2004)

    Keurig

    Paul W. Marshall and Jeremy Dann

    Nick Lazaris becomes Keurig's third CEO in three years, after one founder was fired and the other decided to leave the company. He inherits a company that has made several abortive attempts to launch its new coffee brewing system. Now, problems with crucial suppliers threaten the next proposed launch plan.

    Keywords: Resignation and Termination; Product Launch; Supply Chain Management; Problems and Challenges; Risk and Uncertainty; Manufacturing Industry;

    Citation:

    Marshall, Paul W., and Jeremy Dann. "Keurig." Harvard Business School Case 899-180, March 1999. (Revised June 2004.)  View Details
    CiteView DetailsEducatorsPurchase Related

  2. Case | HBS Case Collection | December 2011

    Green Mountain Coffee Roasters: Confidential Information for Negotiation with Keurig

    Thomas R. Eisenmann, Shikhar Ghosh and James K. Sebenius

    Case provides confidential information for students assuming the role of Green Mountain Coffee Roasters (GMCR) senior executives in a negotiation to license technology from Keurig, a startup that has developed an innovative "portion pack" coffee brewing solution. The negotiation will determine the royalty to be paid to Keurig by GMCR, which will bear capital expenditures, and determine whether GMCR secures exclusive distribution rights to Keurig's system.

    Keywords: Negotiation; Food and Beverage Industry;

    Citation:

    Eisenmann, Thomas R., Shikhar Ghosh, and James K. Sebenius. "Green Mountain Coffee Roasters: Confidential Information for Negotiation with Keurig." Harvard Business School Case 812-103, December 2011.  View Details
    CiteView DetailsEducatorsPurchase Related

  3. Case | HBS Case Collection | December 2011

    Keurig: Confidential Information for Negotiation with Green Mountain Coffee Roasters

    Thomas R. Eisenmann, Shikhar Ghosh and James K. Sebenius

    Case provides confidential information for students assuming the role of senior executives of Keurig, a startup that has developed an innovative "portion pack" coffee brewing solution, in a negotiation to license technology to Green Mountain Coffee Roasters (GMCR). The negotiation will determine the royalty to be paid to Keurig by GMCR, which will bear capital expenditures, and determine whether GMCR secures exclusive distribution rights to Keurig's system.

    Keywords: Negotiation; Food and Beverage Industry;

    Citation:

    Eisenmann, Thomas R., Shikhar Ghosh, and James K. Sebenius. "Keurig: Confidential Information for Negotiation with Green Mountain Coffee Roasters." Harvard Business School Case 812-102, December 2011.  View Details
    CiteView DetailsEducatorsPurchase Related

About the Authors

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Paul W. Marshall
Retired Professor of Management Practice

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Thomas R. Eisenmann
Howard H. Stevenson Professor of Business Administration
Entrepreneurial Management

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Shikhar Ghosh
Professor of Management Practice
Entrepreneurial Management

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