By Constantinos Markides
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Extra info for All the Right Moves: A Guide to Crafting Breakthrough Strategy
The coffee capsule is hermetically sealed in aluminum and contains 5 grams (about one teaspoon) of roasted and ground coffee. The machine has four partsa handle, a water container, a pump, and an electrical heating system. The use of the Nespresso system is straightforward. The coffee capsule is placed in the handle, which is then inserted into the body of the machine. The act of inserting the handle into the Page 6 machine pierces the coffee capsule at the top. At the press of a button, pressurized, steamed water is passed through the capsule.
Needless to say, this type of competition is destructive and eventually leads to price deterioration. As expected, profit margins in the business declined sharply in the 1980s. Xerox's return on equity declined from 20 percent in the early 1970s to 6 to 8 percent in the mid-1980s. Similarly, return on sales for both Xerox and Canon dropped from around 6 percent in the early 1980s to less than 3 percent by the end of the 1980s. Xerox's response (and its unfortunate outcome) should not come as a surprise.
Thank you to Harry Korine, Aya Chacar, Kim Warren, Don Sull, Dominic Houlder, Matthew Hayward, and Paul Geroski. I am particularly indebted to by brother Angelos, who tested many of the ideas in this book and gave me feedback on what worked and what didn't. My ideas have also benefited enormously from discussions and cooperative work with Peter Williamson, Gary Hamel, Paul Mang, Jose Santos, and Daniel Oyon. But above all, a special thank you to Costas Charitou. D. student over the past four years, he has been subjected to endless discussions on the subject of strategic innovation and has contributed enormously to the development of my ideas.