Employees’ brand co-creation: The case of Starbucks and Nespresso

By Anaëlle DANICAN Customers supposedly know that Starbucks or Nespresso products have a really good quality. Because these companies, more than just selling a product, are also selling a service, this service needs to be as qualitative as the product to match the brand’s high standards. In Starbucks coffee shops, as well as in Nespresso boutiques, employees…