Read the Case “elBulli: The Taste of Innovation” from HBS and Answer the following questions:
1. What was the best restaurant you ever went to? Why was it the best?
2. What factors made elBulli the best restaurant in the world? Which elements of the elBulli experience create value for customers?
3. How would you describe the creative process at elBulli?
4. If you were Ferran Adriá, what would you change in elBulli?
5. What should Ferran Adriá and the elBulli team do next? Can the elBulli philosophy be applied to
a. A fast food restaurant?
b. A hospital?
c. An oil refinery?
d. What other industries can it be applied to? How?
6. What should come first – creativity or the customer? Explain.
7. Can you apply elBulli’s “Taste of Innovation” process in your own business/organization or someone’s business you know? How? Be very specific.
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