HomeResearch & Knowledgeback to HomeStrategyback to Research & KnowledgeMatternet–Swiss Post: Drone-based healthcare delivery (A)back to Strategy

Case Study

Matternet–Swiss Post: Drone-based healthcare delivery (A)

By Howard H. Yu and Marc Chauvet

10 pages

September 2020

Order this case study

Reference: IMD-7-2157

Startup Matternet entered in 2017 the market of drone-based delivery of medical samples in Switzerland, via an investment from Swiss Post. Following two consecutive incidents in 2019 during which the drones fell mid-air to the ground, Matternet was caught between its growth imperative and its investor’s increasing concern regarding its public image and the safety of the technology. Regulatory evolutions in the USA and a partnership with logistics behemoth UPS allowed the company to shift most of its operations to the USA in 2019

Learning Objective

Case A is to introduce a number of innovation tools and approaches to participants. More specifically, it describes how a large established companies can embrace various “start-up” methodologies in their quest to disrupt their corresponding sectors ahead of time.

Keywords

Drone, Disruptive Innovation, Logistics Services, Business Model, Service Delivery, Investor Relations, Medical Services, Start-up

Settings

Poste Suisse, Matternet, Logistics and Supply Chain, Transportation, Logistics and Supply Chain, Shipping
2017-2020

Type

Field Research

Available Languages

English

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

This case study is part of a series

Keep reading

Case Study

The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (B) (Video case)

Luxury Marketing Strategy

By Stéphane J. G. Girod and Martin Králik

Podcast

What if Europe’s biggest risk isn’t war – but running out of power?

In this edition of Leaders Unplugged, IMD President David Bach and Vestas CEO Henrik Andersen discuss Europe’s energy risks and bold leadership.

Leadership Strategy Sustainability Technology Management

By David Bach and Felix Zeltner

in I by IMD

Article

The Future of Supply Chain

This guide examines the industry priorities and outlines five strategic areas of focus for supply chain transformation in 2025 and beyond.

Strategy Supply Chain

in I by IMD

Case Study

The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (A)

Luxury Marketing Strategy

By Stéphane J. G. Girod and Martin Králik

Article

What can we learn from Xiaomi’s monumental EV rise

Xiaomi’s rapid EV rise shows how future readiness and agility are reshaping the auto industry – a challenge traditional automakers can’t ignore.

Everything you need to know about nonmarket strategy part 2: six key steps

Following on from the ‘why’ of nonmarket strategy, Michael Yaziji sets out a practical framework to get started, with industry examples.

VARO’s twin-engine strategy on energy strikes the right balance

The Swiss-based energy group is plotting a course toward a renewables-focused future, without abandoning its traditional customer base.

Organizational Transformation Strategy Sustainability

By Winter Nie and Ivy Buche

in I by IMD

Article

LuxExperience - Luxury E-Commerce

Michael Kliger, CEO of LuxExperience, explains how the group drives luxury e-commerce growth through execution, customer loyalty, and resilience.

Strategy

By Stéphane J. G. Girod and Jana M. Arden

in I by IMD

Article

Everything you need to know about nonmarket strategy, part 1: Why do you need it?

Why do you need nonmarket strategy?

Strategy Strategy Implementation

By Michael Yaziji

in I by IMD

Article

Net ero - Political battles - How to survive

Business leaders must master the art of building strategies that take account of partisan divides over net-zero goals while progressing the interests of their company and society.

Geopolitics Strategy Sustainability

By Arturo Bris

in I by IMD

The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (B) (Video case)

By Stéphane J. G. Girod and Martin Králik
Case reference: IMD-2696 ©2025

Summary

This case series explores what companies can learn from luxury brands without becoming luxury brands themselves. The video B case features interviews with three Vanzetti Engineering executives: the marketing director, the CEO and owner and the chief commercial officer. With the shrinking of the automobile industry, the company has had to reposition itself in other industrial sectors where it is significantly smaller than the customers. Vanzetti Engineering embraced some of the codes of luxury branding according to what suited it and ignored others. The company discovered that although it was focused mostly on creating functional value, it had to dwell much more on emotional and societal value creation. The process of brand elevation required a complete cultural transformation, and one of the lessons from the case is that a brand is not a slogan but a way of being and of delivering value.

Reference IMD-2696

Organization Vanzetti Engineering

Industry Construction and Engineering;Manufacturing

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Luxury

Marketing

Strategy

Browse all topics

What if Europe’s biggest risk isn’t war – but running out of power?

By David Bach and Felix Zeltner
in I by IMD

Summary

In this edition of Leaders Unplugged, IMD President David Bach and Vestas CEO Henrik Andersen discuss Europe’s energy risks and bold leadership.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Leadership

Strategy

Sustainability

Technology Management

Browse all topics

The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (A)

By Stéphane J. G. Girod and Martin Králik
Case reference: IMD-2688 ©2025

Summary

Survey after survey shows that executives think their business is in danger of being commoditized. This means their company is not able to differentiate sufficiently to command higher market prices and profits. Luxury brands, by contrast, are the opposite of commodity. Their whole approach to branding is based on desirability. This case series explores what companies can learn from luxury brands without becoming luxury brands themselves. The written A case gives a short background on Vanzetti Engineering, which is facing intensifying competition in an evolving marketplace, and launches the first question for discussion.

Reference IMD-2688

Organization Vanzetti Engineering

Industry Construction and Engineering;Manufacturing

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Luxury

Marketing

Strategy

Browse all topics

VARO’s twin-engine strategy on energy strikes the right balance

By Winter Nie and Ivy Buche
in I by IMD

Summary

The Swiss-based energy group is plotting a course toward a renewables-focused future, without abandoning its traditional customer base.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Organizational Transformation

Strategy

Sustainability

Browse all topics

Net ero - Political battles - How to survive

By Arturo Bris
in I by IMD

Summary

Business leaders must master the art of building strategies that take account of partisan divides over net-zero goals while progressing the interests of their company and society.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Geopolitics

Strategy

Sustainability

Browse all topics