Five INSEAD case authors rise in Case Centre’s best-selling top 40

INSEAD professors continue to rise up the ranks of the world’s top 40 best-selling case authors with cases that are informative, inspiring and easy to adopt.

Middle East, Asia, Europe
22 October 2019

Five professors from INSEAD, the business school for the world, have risen up the ranks of The Case Centre’s top 40 best-selling authors of academic year 2018/2019蜜桃视频. The ranking is based on volume of sales from the preceding year, highlighting the enduring strength of each professors’ case work.

Professors of Strategy , co-directors of the  and co-authors of the New York Times Bestseller and a #1 Wall Street Journal Bestseller,  (Hachette, 2017), and the global bestseller  (2005, Expanded Edition 2015), were ranked #6 for their cases featuring companies that seek out “blue oceans” of untapped market space, rather than competing head-to-head in “red oceans”. 

Blue Ocean Strategy is recognised as one of the most iconic and impactful strategy books ever written. It has sold over four million copies and is published in a record-breaking 46 languages. It is a bestseller across five continents.

Rising one place on the rankings (from #7 in 2018) their top best-selling cases include a two part case study of Cirque du Soleil, and which highlight the circuses’ ability to reinvent the industry and create a new market space by challenging conventional assumptions over circus entertainment and its audience.

Their case on explains one of the greatest turnarounds in modern business history when Marvel Comics went from bankruptcy to a $4.2 billion sale to Disney in just over a decade by breaking the cost/value trade-off.

“We are thrilled to be recognised as among the top ten bestselling case writers in the world. It is with great pleasure that we and our outstanding team of Institute Executive Fellows and Researchers at the INSEAD Blue Ocean Strategy Institute have been able to explore and share exciting cases on blue ocean strategy and blue ocean shift that are resonating with executives and students across the globe," said Kim and Mauborgne.

, The L'Oréal Chaired Professor of Marketing - Innovation and Creativity at INSEAD, is ranked #10 by the Case Centre in 2019, up from #18 the previous year. His best-selling cases highlight how innovative marketing strategies can create value for companies. His case, , shows how Unilever approached marketing of detergent to the base of the pyramid. “The value of this case is to show that the basic principles of marketing, which is to make the effort to really understand your customer, can guide them to a solution even in a context—selling detergent to poor Brazilians who don’t own a washing machine—is totally foreign to them蜜桃视频,” said Chandon.

蜜桃视频Another of his top best-selling cases continues with the story of Fernando Machado, an executive in the Unilever case, who is now Chief Marketing Officer of Burger King. It shows the challenges of redefining and rebranding a 60-year-old fast food giant and how private equity, when it understands branding, can grow both the business and the brand, at a fraction of the cost of traditional competitors.

“What makes these cases popular is that they come with a website where students can access the latest information about the companies and watch video interviews of the case protagonists. More importantly, the sites contain additional information only available to case instructors, including a detailed teaching note, a slide deck, additional interviews about what happened and even a video of me teaching the case at INSEAD,” said Chandon

Pierre Chandon has previously won the Outstanding Contribution to the Case Method Award in 2016 and Outstanding Case Teacher Award in 2018.

, Senior Affiliate Professor of Marketing at INSEAD, is ranked #15 this year rising 17 places in 12 months with best-selling cases that focus on business model innovation and alternative growth avenues in challenging economic environments. Ulaga bases his research and teaching on value-based marketing, customer experience management, and service excellence in B2B markets.

Ulaga’s top two cases are series on Procter and Gamble’s Tide Dry Cleaners.   centres on how a consumer-packaged goods giant disrupts the US dry cleaning business with an innovative franchising concept. In the second part , 蜜桃视频Ulaga provides deeper insights into P&G’s Tide Dry Cleaners franchising business model and the subsidiary that runs it, Agile Pursuits Franchising Inc (APFI). It illustrates the differences between P&G’s established corporate values and APFI’s entrepreneurial culture.

“I am very grateful to read that my cases continue to inspire students, executives, and faculty around the globe and help them to exchange ideas and learn about the most relevant marketing and strategy concepts,” says Ulaga, noting that, “Cases like these present an excellent platform for deeper engagement with diverse audiences and help them to exchange ideas and learn about the most relevant marketing and strategy concepts.

“This year’s results are highly motivating to continue the journey of creating and sharing cases with our community.”

Ulaga has previously won the Marketing category award for his cases in 2015 and 2016, as well as the Outstanding Case Writer Award in 2016 for his case 

, Associate Professor of Marketing & Cornelius Grupp Fellow in Digital Analytics for Consumer Behaviour蜜桃视频, ranked #29 in the 2019 index up from #37 previously. The core of his research and teaching intersects digital technologies, customer centricity and brand management. His best-selling case, , offers a forum to discuss what it means for a company to engage its digital transformation to foster customer-centricity. The case dissects AccorHotels’ ambitious digital transformation aiming to put the customer back at the centre of its strategy and operations.

蜜桃视频Another of his best-selling cases, , describes how companies leverage big data from search and social media analytics, integrate digital and social media insights into new product development strategies and thus successfully capture and create new value through pull and push dynamics.

蜜桃视频His newest case, , merges the ‘what’ and the ‘how’ by engaging students on how Air Liquide - a leader in the industrial gas market - strategically prioritised its technological investments to strengthen unique aspects of its relationships with different customer segments. It describes the organisational steps the company took to implement a new digital marketing organisation and successfully operate its digital transformation. 

My cases typically break down big concepts or buzzwords such as digital marketing, big data, customer centricity or digital transformation. They show business executives/students how they can concretely implement winning strategies by learning from simple frameworks and real examples of business successes and failures,” said Dubois.

“When writing a case I always have in mind colleagues in other business schools around the world and try to make it easy (and fun) to adopt. Being on this list is a big source of motivation for me to continue developing new cases and contribute to the continuous improvement of the global management education pedagogy.”

Dubois has previously won the Marketing category award for cases in  and .

Ziv Carmon, Dean of Research and Professor of Marketing at INSEAD, added, “I heartily congratulate Renee, Chan, Pierre, Wolfgang and David for their achievement in being among the Case Centre’s top 40 bestselling case authors. That they all rose significantly in the ranking demonstrates their ability to create world-class teaching materials that continually resonate with educators and business professionals. They exemplify INSEAD’s rigour and relevance in teaching and research.”

INSEAD professors and writers have a proven track record of teaching excellence which they leverage to provide case studies of the highest standard.  Using strong stories and multimedia tools, their cases provide business school faculty around the world with interesting and high-quality material that is easy to adopt.

INSEAD professors have received five category awards in the 2018 EFMD Case Writing Competition. This represents the most number of awards won by a single business school this year. In 2018, its faculty won nine prestigious international awards and competitions. Today, more than 100 business schools and universities around the world use INSEAD cases.  

The Case Centre is an independent, not-for-profit organisation that holds the world’s largest and most diverse collection of management cases, articles, book chapters and teaching materials. The Centre is dedicated to advancing the case method worldwide and sharing knowledge, wisdom and experience to inspire and transform business education. More than 8,000 case writers are registered with The Case Centre.

To find out more, visit the  and , where students can access videos and registered instructors can access additional material to help them teach the case, including PowerPoint presentations and a video of the case authors teaching the case at INSEAD.


About INSEAD, The Business School for the World

As one of the world’s leading and largest graduate business schools, INSEAD brings together people, cultures and ideas to develop responsible leaders who transform business and society. Our research, teaching and partnerships reflect this global perspective and cultural diversity.

With locations in Europe (France), Asia (Singapore), the Middle East (Abu Dhabi), and now North America (San Francisco), INSEAD's business education and research spans four regions. Our 165 renowned Faculty members from 41 countries inspire more than 1,300 degree participants annually in our MBA, Global Executive MBA, Specialised Master’s degrees (Executive Master in Finance and Executive Master in Change) and PhD programmes. In addition, more than 11,000 executives participate in INSEAD Executive Education programmes each year.

蜜桃视频INSEAD continues to conduct cutting-edge research and innovate across all our programmes. We provide business leaders with the knowledge and awareness to operate anywhere. Our core values drive academic excellence and serve the global community as The Business School for the World.

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