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Why Keurig’s $300 Cocktail Machine Failed

The joint venture with Anheuser-Busch was no Juicero, but is still an object lesson on the need to test assumptions


Two companies needed a new growth vector. One was great at branding alcoholic beverages. The other was great at making home appliances that customers could use to create self-serve beverages. A match




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Rita McGrath

Rita McGrath

Columbia Business School Professor. Thinkers50 top 10 & #1 in strategy. Bestselling author of The End of Competitive Advantage & Seeing Around Corners.

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