The Nespresso Sustainability MBA Challenge is one of Nespresso project for a sustainable way of operating. The Challenge has recently concluded awarding four students from Saïd Business School, University of Oxford announced as winners for 2016. The theme of this 4th edition was framed around the expression of sustainability in the luxury positioning of the brand. Students were invited to give their contribution to the ideas on how Nespresso can build sustainability into its luxury positioning to express brand meaningfulness. Participants were 86 universities from 28 countries this year. The 3 finalist teams were invited to the final that took place at Nespresso HQ in Lausanne, Switzerland, where they presented their proposals to a panel of judges including external sustainability experts, business strategists, academics as well as executive members of Nestlé Nespresso S.A. Nespresso launched the Sustainability MBA Challenge in 2013, jointly with its academic research partners the Intelligence Centre for Sustainable Markets (CIMS) and leading Latin American Business School INCAE, as a way to further expand its sustainability engagement, deepen the dialogue with sustainability leaders in the academic community and solicit innovative solutions for real world issues faced by coffee farmers.