Marketing Currents - Business and Marketing Current Events

Inside Keurig’s evolution from single-serve novelty to coffee powerhouse


Once celebrated as a pioneer with its single-serve coffee pods, the future of the popular Keurig platform is increasingly built around its ability to replicate an array of coffeehouse-style drinks for a demanding consumer.

Click here to read the story at

Discussion Questions:

  1. What is innovation?
  2. How did Keurig innovate in the coffee industry?
  3. What is acquisition?
  4. Why did Dr Pepper acquire Keurig?
  5. According to this story, what is one challenge for Keurig as the brand matures?
  6. What is competition?
  7. With a new innovation, competition is typically limited (or even non-existent). If the innovation is successful, competitors will enter the market. Has that happened with Keurig coffee makers?
  8. What can Keurig do to stay ahead of the competition?
  9. What is differentiation?
  10. Price can provide a differentiation opportunity. How has it provided Keurig with a differentiation point?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.