Title: Strategy&Innovation as Yin&Yang: the Case of illycaffé
Other Titles: Strategy and innovation as Yin and Yang: the case of illycaffé
Language: English
Authors: Fabbricatore, Emanuela 
Qualification level: Diploma
Advisor: Gruber, Marc 
Issue Date: 2016
Number of Pages: 86
Qualification level: Diploma
This master thesis addresses the importance of the concepts of strategy & novation as two complementary, interconnected and interdependent elements, contrary to the past when they were considered as two separate domains, and critically discusses the consequences of them still being considered as two isolated concepts in the current uncertain environment and volatile markets. For this purpose the strategy adopted by the Italian coffee company illycaffea to bring its packaging innovation for ground coffee, refilly, onto the market was analyzed. Thus, a number guide-lines were implemented in order to develop the right strategy of innovation for the cutting-edge packaging solution for the Austrian market. The concept of transient competitive advantage, which replaced the sustainable competitive advantage, and the strategies for achieving it form the basis for this thesis with the aim of turning the initial missing link between strategy and innovation into a successful innovation strategy. The extension of Porter´s five forces model, the environment analysis, i.e. the PEST factors analysis, as well as the market analysis, i.e. customers and competitors analysis, and the SWOT analysis are the tools chosen to assess illycaffe in the Austrian market and increase the understanding of the risks and opportunities of placing refilly on the market. The hypothesis formulated by assessing the illy Austrian branch on the market lead to the implementation of a business model canvas, which formed the basis for the future development of the innovation strategy. The results show that the lack of complementary assets, as well as the lack of an organizational structure for innovation, could cause a highly innovative technology to fail. It emerged, therefore, that clear guidelines for the development of an innovation strategy could substantially contribute to the strategy´s success. It was demonstrated that a business model canvas is a flexible tool which enables a preview of the necessary links among all the required elements to set the strategic direction for innovation. Based on these findings, the business model canvas was applied to the innovative packaging solution in the Austrian market. The analysis of the industry, environment, competitions as well as the product technology, which formed the basis for the business model, showed that refilly could now represent a great opportunity to rebalance the illy business between the HoReCa and modern trade channels in Austria. In conclusion, a possible successful exit strategy was also evaluated.
Keywords: Strategy and Innovation; Illycaffe; Coffee packaging solution; Soft can
URI: https://doi.org/10.34726/hss.2016.37641
DOI: 10.34726/hss.2016.37641
Library ID: AC13289569
Organisation: E017 - Executive Academy 
Publication Type: Thesis
Appears in Collections:Thesis

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