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Nespresso furiously litigated against its rivals, arguing that its patent systems were being infringed.
奈斯派索對其競爭對手發(fā)起了激烈的訴訟，聲稱其專利系統(tǒng)受到了侵犯。
Things came to a head in 2012, when a key batch of Nespresso patents from 1992 were set to expire.
事情在2012年達(dá)到了高潮，當(dāng)時1992年的一批關(guān)鍵的奈斯派索專利即將到期。
That year, Nespresso lost its patent battles in Germany and England, and settled other outstanding cases around Europe.
那一年，奈斯派索在德國和英國的專利戰(zhàn)中敗訴，并在歐洲各地解決了其他一些懸而未決的案件。
Overnight, the company had to accept it could no longer stop third-party capsules being sold for its machines.
一夜之間，該公司不得不接受無法再阻止第三方銷售在其機器上使用的膠囊。
Talk to senior executives involved at the time, and it’s clear the rulings were traumatic for the company.
與當(dāng)時參與的高管交談，很明顯這些裁決對公司造成了創(chuàng)傷。
The court cases also made awkward PR for a company keen to promote its ethical sourcing.
對于一家熱衷于推廣其道德采購的公司來說，這些法庭案件還讓其公關(guān)尷尬不已。
To many, it seemed that the Nestle Goliath had gone after smaller, pluckier, seemingly more ethical Davids and been slain.
在許多人看來，雀巢的歌利亞膠囊追求的是體型更小、更有膽量、比戴維斯膠囊更符合道德，結(jié)果被淘汰了。
It didn’t help that in many consumers’ eyes, Nestle was still tainted by the formula milk scandal of the 70s.
在許多消費者眼中，雀巢仍然受到上世紀(jì)70年代配方奶粉丑聞的影響，這對公司的發(fā)展沒有任何幫助。
A report published in 1974, titled The Baby Killer,
1974年發(fā)表的一篇題為《嬰兒殺手》的報告
showed how Nestle aggressively promoted formula milk over breastfeeding in poor countries, where clean water was hard to come by.
展示了雀巢如何在貧窮國家大力推廣配方奶，而不是母乳喂養(yǎng)，在那里，人們很難獲得清潔的水。
Some sales reps even wore nurses’ uniforms to gain an aura of credibility.
一些銷售代表甚至穿上護士制服來贏得信譽。
The report led to a worldwide boycott and reform of its sales practices.
該報告導(dǎo)致了全球范圍內(nèi)的抵制和對其銷售方式的改革。
Even today, Nespresso employees I spoke to said the memory of the scandal hampers its messaging around coffee.
甚至在今天，我采訪過的奈斯派索員工都表示，對該丑聞的記憶影響了他們對咖啡的宣傳。
More recently, the company’s reputation was further damaged when the Channel 4 documentary series Dispatches found
最近，第四頻道的紀(jì)錄片系列報道發(fā)現(xiàn)，13歲以下的兒童每周工作40小時，為雀巢和星巴克供應(yīng)咖啡。
children under 13 working 40-hour weeks on farms that supplied coffee to Nespresso and Starbucks.
這讓該公司的聲譽進一步受損。
(Nespresso launched an internal investigation after the programme aired.
（該節(jié)目播出后，奈斯怕所啟動了一項內(nèi)部調(diào)查。
“Protecting children from exploitation and ensuring they are able to learn is of paramount importance to us,
一位發(fā)言人告訴我，”保護兒童免受剝削，確保他們可以學(xué)習(xí)對我們來說至關(guān)重要，
and that is why we have zero tolerance for child labour,” a spokesman told me.)
這就是我們對雇傭童工零容忍的原因。”）
Jean-Marc Duvoisin became CEO in 2013, and was charged with taking Nespresso to a new era, leaving the patent disputes behind.
吉恩·馬克·杜瓦辛于2013年成為奈斯派索的首席執(zhí)行官，他的職責(zé)是將奈斯派索帶入一個新時代，將專利糾紛拋在腦后。
From a closed, Apple-type system – Nespresso products for Nespresso machines – the company had to move to a more open, Android-type model.
從封閉的，蘋果式的系統(tǒng)——為奈斯派索咖啡機提供的奈斯派索產(chǎn)品——公司不得不轉(zhuǎn)向更加開放的，安卓式的模式。
“There are going to be rival capsules,” Duvoisin told me.
杜瓦辛告訴我，“市場上將會出現(xiàn)與之競爭的膠囊咖啡的。”
“We need to leverage our strengths: knowing our customers, and knowing our farmers.”
“我們需要利用我們的優(yōu)勢：了解我們的客戶，了解我們的農(nóng)民。”
Having worked for 40 years to be the only coffee-pod system in town, the company had to pivot to arguing that its capsules – made from strong,
40年來，奈斯派索一直致力于成為鎮(zhèn)上唯一的咖啡膠囊系統(tǒng)，但現(xiàn)在該公司不得不轉(zhuǎn)而強調(diào)——它的咖啡膠囊由堅固的、
light aluminium, and filled with high-quality, responsibly farmed coffee – were the best on the market.
輕質(zhì)鋁制作而成，里面裝有高品質(zhì)，可靠的種植咖啡——是市場上最好的產(chǎn)品。
Eight years on from Nespresso’s annus horribilis, its biggest problem is the aluminium itself.
奈斯派索的多災(zāi)之年已經(jīng)過去8年了，它最大的問題是鋁本身。
