
Five INSEAD professors named in The Case Centre’s top 40 best-selling authors of academic year 2017/2018
Five INSEAD professors, ranked world’s top 40 best-selling case authors, share commentary on why their cases resonate
Fontainebleau, France, 24-Oct-2018 — /EuropaWire/ — Five professors from INSEAD, the business school for the world, have been named in The Case Centre’s top 40 best-selling authors of academic year 2017/2018. The ranking is based on volume of sales from the preceding year.
Professors of Strategy W. Chan Kim and Renée Mauborgne, co-directors of the INSEAD Blue Ocean Strategy Institute and co-authors of the New York Times #1, Wall Street Journal and USA Today Bestseller Blue Ocean Shift: Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth (Hachette, 2017), are ranked #7 for their cases featuring companies that seek out “blue oceans” of untapped market space, rather than competing head-to-head in “red oceans”.
Reaching their highest ranked position in the past three years, their top best-selling cases are on Cirque du Soleil and Salesforce.com. “Instead of benchmarking itself to the competition, Cirque du Soleil made the competition irrelevant by focusing on differentiation and low cost simultaneously,” said Kim and Mauborgne. They call this logic “value innovation”, which provides a leap in value for customers at low cost.
Their case on Salesforce.com centres on the highly competitive customer relationship management (CRM) software market. Established players typically used traditional business models to sell software licenses to implement in-house, which can be complex and burdensome. “Salesforce challenged the conventional wisdom by launching an online sales force automation offering that freed customers from having to purchase licenses and enabled them to access web-based CRM tools,” said the professors.
Pierre Chandon, The L’Oréal Chaired Professor of Marketing – Innovation and Creativity at INSEAD, is ranked #18 by the Case Centre. His best-selling cases highlight how innovative marketing strategies can create value for companies. His case, Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers, 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,” said Chandon.
Another of his top best-selling cases is Renova Toilet Paper: Avant-Garde Marketing in a Commoditized Category. The case shows how a paper products company based outside of Lisbon, Portugal, managed to differentiate itself from international competitors by transforming toilet paper from a commodity into a premium product, and then enter new business sectors through innovative marketing. “Renova broke all the norms of the industry and came up with a very innovative new product. It shows it can be done, that you can beat all the giants,” he said.
Pierre Chandon has previously won the Outstanding Contribution to the Case Method Award in 2016 and Outstanding Case Teacher Award in 2018. His latest case, Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-Based Budgeting shows how private equity, when it understand branding, can grow both the business and the brand, at a fraction of the cost of traditional competitors.
Wolfgang Ulaga, Senior Affiliate Professor of Marketing at INSEAD, is ranked #31. Ulaga bases his research and teaching on value-based marketing, customer experience management, and service excellence in B2B markets. His best-selling cases focus on business model innovation and alternative growth avenues in challenging economic environments.
Ulaga’s top best-selling case Michelin Fleet Solutions: From Selling Tires to Selling Kilometers, centres on how a worldwide leader in the tyre industry expanded into the new world of services and solutions with a comprehensive tyre-management solution offer for large European transportation companies, called Michelin Fleet Solutions. The company ventured into selling kilometres, instead of tyres.
“This case allows for an excellent discussion of how B2B companies can differentiate from competition in commoditised markets and grow their presence in strategic customer accounts by designing and integrating all building blocks of a new solution business model that reaches far beyond manufacturers’ traditional product-centric organisations and cultures,” says Ulaga.
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 GE Healthcare India (A): The Marketing Challenge Of Low-Resource Customers.
David Dubois, Associate Professor of Marketing & Cornelius Grupp Fellow in Digital Analytics for Consumer Behaviour, ranked #37, is the highest new entrant in the rankings this year. The core of his research and teaching intersects digital technologies, customer centricity and brand management. One of his best-selling cases, Ombre, Tie-Dye, Splat Hair: Trends of Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Parisdescribes 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.
After discovering momentum on the web indicating increasing interest for a particular hairstyle in 2011, L’Oréal Paris developed a new hair dye solution targeting this need and integrate their new insights at different points on their value chain, from branding to positioning and product development. “This case demonstrates that the ability to integrate digital intelligence gives companies a significant competitive advantage in understanding and anticipating consumer preferences through digital analytics,” said Dubois.
Another of Dubois’ best-selling case, AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey, 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 center of its strategy and operations. “What I like about this case is that it shows that success in a digital world is a function of implementing a digital marketing organisation rather than a mere matter of investing in digital technologies.”
Dubois has previously won the Marketing category award for cases in 2017 and 2018.
Ziv Carmon, Dean of Research and Professor of Marketing at INSEAD, added, “I am proud that once again INSEAD faculty dominate the spotlight for the Case Centre’s top 40 bestselling authors. Congratulations to Chan, Renee, Pierre, Wolfgang and David as well as to the INSEAD staff members who provide extraordinary support to help write, shape, promote and distribute our cases. These prestigious achievements—the result of our faculty’s consistent dedication to producing world-class teaching materials—help INSEAD remain a world leader in business education.”
With a proven track record of teaching excellence, INSEAD professors and writers have a thorough grasp on what makes a good case and deliver publications of the highest standard. With rigour and relevance, INSEAD cases define quality in the field.
Chandon says a good case has a clear learning objective, “It identifies important and integral issues that many businesses face. It is not simply a good piece of journalism about what happened at a particular company.”
INSEAD has received 14 Overall Case Awards and numerous category awards from The Case Centre. In 2018 alone, its faculty has 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 INSEAD Case Publishing and INSEAD microsites for cases, 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. A global perspective and cultural diversity are reflected in all aspects of its research and teaching.
With campuses in Europe (France), Asia (Singapore) and the Middle East (Abu Dhabi), INSEAD’s business education and research spans three continents. The school’s 154 renowned Faculty members from 40 countries inspire more than 1,400 degree participants annually in its MBA, Executive MBA, Executive Master in Finance, Executive Master in Change and PhD programmes. In addition, more than 11,000 executives participate in INSEAD’s executive education programmes each year.
In addition to INSEAD’s programmes on its three campuses, INSEAD participates in academic partnerships with the Wharton School of the University of Pennsylvania (Philadelphia & San Francisco); the Kellogg School of Management at Northwestern University near Chicago; the Johns Hopkins University/SAIS in Washington DC and the Teachers College at Columbia University in New York; and MIT Sloan School of Management in Cambridge, Massachusetts. In Asia, INSEAD partners with School of Economics and Management at Tsinghua University in Beijing, and China Europe International Business School (CEIBS) in Shanghai. INSEAD is a founding member in the multidisciplinary Sorbonne University created in 2012, and also partners with Fundação Dom Cabral in Brazil.
INSEAD became a pioneer of international business education with the graduation of the first MBA class on the Fontainebleau campus in Europe in 1960. In 2000, INSEAD opened its Asia campus in Singapore. In 2007, the school inaugurated a Centre for Research and Executive Education in the United Arab Emirates and officially opened the Middle East Campus in Abu Dhabi in 2010.
Around the world and over the decades, INSEAD continues to conduct cutting edge research and to innovate across all its programmes to provide business leaders with the knowledge and sensitivity to operate anywhere. These core values have enabled INSEAD to become truly “The Business School for the World”.
MEDIA CONTACTS
Axel Tagliavini
Tel +33 1 60 72 90 11
Email: axel.tagliavini@insead.edu
Aileen Huang
Tel: +65 6799 5552
Email: aileen.huang@insead.edu
Cheryl Ng
Tel: +65 6407 7234
Email: cheryl.ng@insead.edu
Zeina Sleiman
Tel + 971 50 640 31 91
Email: zeina.sleiman@insead.edu
Linda Furtado
Tel + 971 2 6515309
Email: linda.furtado@insead.edu
SOURCE: INSEAD
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- La 18ª Vuelta al Lago Qinghai concluye con la celebración de su “mayoría de edad”
- 18e ‘Tour of Qinghai Lake’ wordt afgesloten met een ‘coming-of-age’-viering
- Digi Communications N.V.: Rectification of reports published on 15 Feb, 15 Mar, 15 Apr, 15 May and 14 Jun 2019 regarding legal documents in accordance with article 82 of Law no. 24/2017 and FSA Regulation no. 5/2018 published
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 22 and 26 July 2019
- GEANGO at ENSO ANGO - Summer Culture Retreat in Kyoto 2019
- DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol (15-19 July 2019)
- Nanto Cleantech Inc victorious in BYK-Altana patent opposition lawsuit
- Mono Solutions Joins Bauer Media Group to Strengthen SME Marketing Services Across the Globe
- UK Investors File Lawsuit in the Canaries Against Blue Explorers for Misleading Shareholders
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol, 8 – 12 July 2019
- Digi Communications N.V. announces Share transaction made by an executive director of the Company with class B shares on 11 July 2019
- OFERTA de casas vacacionales de lujo para menos de €25 por persona por noche este verano
- Noticias de Turismo: este verano sacarás más partido de tu presupuesto vacacional encontrando precios más competitivos
- TRAVEL NEWS: Your holiday spending money stretches even further this summer in Spain
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 1 – 5 July 2019, under the class B shares buy-back program approved by the GSM from 30 April 2019 and the duration of this program
- OncoBeta® chosen as a 2019 Red Herring North America Top 100 Winner
- Global Software Innovator, AnyDesk, Announces Record 100 Million Downloads
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 24 and 28 June 2019
- Digi Communications N.V. announces the launch by RCS & RDS S.A., its subsidiary in Romania, of the Digi Mobil 5G Smart service
- Tauschen Sie Ihren Dripper aus und verändern Sie den Geschmack Ihres Kaffees! HARIO veröffentlicht den Double Mesh Metal Dripper.
- Change your dripper and change the flavor of your coffee! HARIO launches the Double Mesh Metal Dripper
- Matvil Corp. противостоит беспределу судебных властей Молдовы
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol, 17 – 21 June 2019
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 10 and 14 June 2019
- Digi Communications N.V.: Reporting of legal documents concluded by the company in May 2019 in accordance with article 82 of Law no. 24/2017 and FSA Regulation no. 5/2018 published
- DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions occurred under DIGI symbol between 3 – 7 June 2019
- PDA Explores the Transformation of Healthcare at 4th Annual European Meeting
- ASI President John Cross Named AGMA Chairman
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol, 27 – 31 May 2019
- Breakthrough on laser powder bed fusion technology brings effective production of larger componentscloser to mainstream
- PDA Announces All-Star Speaker Lineup for Advanced Therapy Medicinal Products Conference
- Digi Communications N.V.: Exercise of stock options by the Executive Directors of the Company
- Digi Communications N.V. announces DIGI Kft., the Hungarian subsidiary of the Company, launches mobile telephony services in Hungary
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 21 and 24 May 2019
- ZYXEL READY WITH 5G SAMPLES IN AUGUST 2019
- Digi Communications N.V. announces the initiation of the share buy-back program as authorized by the Company’s GSM on 30 April 2019
- Digi Communications N.V Q1 2019 Financial Report and the report regarding legal documents for April 2019, in accordance with article 82 of Law no. 24/2017 and FSA Regulation no. 5/2018 released
- Digi Communications N.V. announces the new date of the Conference Call for the presentation of the Q1 2019 Financial Report. Update to the Company’s 2019 Financial Calendar.
- Rhenium-SCT® (SCT= Skin Cancer Therapy) now being offered in Hanau, Germany
- Project consortium aims at driving the adoption of selective laser melting (SLM) for large scale metal parts printing
- Digi Communications N.V. announces the availability of the instructions on the 2018 share dividend payment
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 29 April 2019 – 1 May 2019, under the class B shares buy-back progr
- Biodiversity Report Is Urgent Call to Action Beyond Fixes; Geneva Global Initiative Calls on World Community to Focus on Concrete Actions
- Digi Communications N.V.’s general Shareholders’ meeting resolutions from 30 Apr 2019 approving, amongst others, the 2018 Annual Accounts and the availability of the adopted Annual Financial Report for the year ended Dec 31, 2018
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions occurred under DIGI symbol, 22 – 26 April 2019
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 15 April 2019 – 19 April 2019s
- XPAND Code was successfully scanned from 200 meters/700 feet at Olympics stadium
- Wasser eingießen, Warten und Einschalten
- Digi Communications N.V.: Reporting of legal documents concluded by the company in March 2019 in accordance with article 82 of Law no. 24/2017 and FSA Regulation no. 5/2018 published
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 8 and 12 April 2019
- Snowman releases new EP
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol, 1 – 5 April 2019
- Streamlining adoption of high-speed and high-resolution surface texturing delivered with the Prometheus project
- Customer Data Platform Institute Launches RealCDP to Reduce CDP Confusion
- ASI Technologies Focuses on the future as ASI Drives, and New AGV Pallet Robot, FRED2500
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 25 March 2019 – 29 March 2019
- Towards a Europe of Stakeholder Nations
- Associazione Veneta Lotta alla Talassemia (AVLT) and the UK Thalassaemia Society (UKTS) Clarification on European Regulatory Status of LENTIGLOBIN™
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 19 March 2019 – 22 March 2019
- A new flagship project on Additive Manufacturing skills aims to maintain Europe leading position in industrial competitiveness
- Jeroen Schouten Named Regional Manager, Europe of AeroGo, Inc.
- Digi Communications N.V. Convocation of the Company’s general shareholders meeting for 30 April 2019 for the approval of, among others, the 2018 Annual Report and of the 2018 Financial Statements
- España arrasa con la competencia y es nombrado como el país ideal para estudiar en el extranjero
- Xverify targets European Email Verification market with local data processing, Dublin office
- Digi Communications N.V. announces the resignation by Mr. Sambor Ryszka from his position as non-executive director of the Company
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 11 and 15 March 2019
- Digi Communications N.V.: Reporting of legal documents concluded by the company in February 2019 in accordance with article 82 of Law no. 24/2017 and FSA Regulation no. 5/2018 published
- Admission of Digi Communications N.V. €200,000,000 5.0% additional senior secured notes due 2023 to the listing on the Official List and trading on Irish Stock Exchange’s Main Securities Market
- Digi Communications N.V. announces the appointment of Dan Ioniță as a non-executive director of RCS & RDS S.A., the Romanian subsidiary of the Company
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 4 and 8 March 2019
- Digi Communications N.V. announces share transaction made by an executive director of the Company with class B shares on 4 march 2019
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 25 February – 1 March 2019
- Digi Communications N.V. announces share transaction made by an executive director of the Company with class B shares on 1 march 2019
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 18 and 22 February 2019
- Digi Communications N.V.: finalization and registration by the Company of the conversion of 1,200,000 A shares into an equal number of class B shares
- Digi Communications N.V.: Exercise of stock options by a PDMR in accordance with the stock option plan for the Group’s Romanian employees
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 11 and 15 February 2019
- Report of legal documents concluded by DIGI Communications N.V. in January 2019 or in other period but effective in January 2019
- Digi Communications N.V. announces Availability of Preliminary Financial Report for the year ended December 31, 2018 for Digi Communications N.V. Group
- Mono Solutions launches a new interface to drive the ultimate do-it-with-me (DIWM) experience
- Digi Communications NV Announces Investor Call on the Preliminary Financial Results for the year ended 31 December 2018
- Digi Communications NV: New date of the Conference Call for the 2018 Preliminary financial results; Update to the 2019 Company’s Financial Calendar
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 4 and 8 February 2019
- R.W. Chelsea Holdings Ltd Starts To Hold Fixed Income Investor Meetings In Vienna, Zurich, Geneva and London
- Digi Communications N.V. successfully increased and priced its Offering at €200,000,000 5.0% additional senior secured notes due 2023
- Digi Communications N.V. to offer additional €125,000,000 5.0% senior secured notes due 2023; new notes will be consolidated and treated as its existing €350,000,000; adjustment on interim unaudited consolidated financial statements for the nine-month period ending September 30, 2018
- World's largest superhero statue to be built in Central Europe
- The resignation of Mr. Bendei Ioan – VP and executive director of RCS&RDS S.A., DIGI COMMUNICATIONS N.V.’s subsidiary in Romania
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 28 January 2019 – 1 February 2019
- RCH Group to Showcase Integrated Selling Solutions at EuroCIS
- Mono and bfound partner to expand digital offerings for small businesses in the Middle East
- Digi Communications N.V. publishes the Independent Limited Assurance Report in accordance with Law 24/2017 (Article 82) and FSA Regulation no. 5/2018
- ERRATA of the reports dated 15 Jan 2019 and 15 Oct 2018 regarding the legal acts concluded by DIGI Communications N.V. in Dec 2018 and Sep 2018
- REVEALED: Experts reveal the best dates to book your summer holiday in Spain
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol, 21 – 25 January 2019
- Céline Dion visite son premier concept store de vêtements CELINUNUNU à Paris
- Anytime, anywhere tailored learning opportunities for welding professionals and apprentices alike
- i5invest открива офис в България
- Notification shares buy-back: DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol, 14 - 18 January 2019
- Mono helps Fonecta strengthen their digital presence offering for SMBs
- The Bucharest Tribunal’s decision regarding the investigation conducted by the Romanian National Anti-corruption Directorate with respect to RCS & RDS S.A., Integrasoft S.R.L. and certain of their directors
- Digi Communications N.V.: Exercise of stock options by a PDMR in accordance with the stock option plan approved by the Company for the Romanian employees of the Group in 2017
- Report of legal acts concluded by DIGI Communications N.V. in accordance with Romanian Law no. 24/2017 and FSA Regulation no. 5/2018 for December 2018
- Digi Communications N.V.: resolution of the Board of Directors to convert class 1,200,000 A shares into an equal number of class B shares for the purpose of the ongoing employees and directors stock option plans
- CELINUNUNU OUVRE SON PREMIER POP-UP À PARIS
- DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 07 – 11 January 2019
- Digi Communications NV: Announcement of the Conference Call for the 2018 Preliminary financial results. Update to the 2019 Company’s Financial Calendar
- A new Government Emergency Ordinance imposing additional corporate taxes with impact on the telecommunications sector in Romania
- DIGI COMMUNICATIONS N.V. reports to the regulated market the transactions which occurred under the DIGI symbol between 31 December 2018-04 January 2019
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