13 INSEAD cases emerge as The Case Centre best sellers in 2018

Middle East, Asia, Europe
05 February 2019

INSEAD, the business school for the world, today announced that 13 INSEAD cases have been listed among The Case Centre’s most popular cases of 2018. The Case Centre is a global organisation dedicated to promoting the case method in management education. 

Cases are named best sellers when they rank in the top 15 by number of copies sold in their category. This year marks an improvement over the previous year, when 11 INSEAD cases were named as best sellers by The Case Centre.

Out of the 13 INSEAD cases recognised as best-selling cases in their respective categories in 2018, there were five in the Marketing category, three in Human Resource Management / Organisational Behaviour, two in Ethics and Social Responsibility and one each in Finance, Accounting and Control; Production and Operations Management; and Strategy and General Management.

These top-quality cases are used for global business education and taught in leading business schools around the world.

INSEAD cases are consistently commended for providing robust insights. These cases often combine theory and practice across different countries and cultures and are recognised for their relevance and rigour to contemporary business practices.

INSEAD best-selling cases in 2018 include: 

INSEAD Cases Authors
Ethics and Social Responsibility 
Société Générale: The Rogue TraderCraig Smith; Mark Hunter
Uber and the Ethics of Sharing: Exploring the Societal Promises and Responsibilities of the Sharing EconomyCraig Smith; Erin McCormick
 Finance, Accounting and Control 
Balance Sheet DetectiveElizabeth Demers
Human Resource Management / Organisational Behaviour 
Leading Across Cultures at Michelin (A)Erin Meyer
Ricardo Semler: A Revolutionary Model of LeadershipRoderick Swaab; William Maddux; Tanure Betania; Elin Williams
Tony Hsieh at Zappos: Structure, Culture and Radical ChangeNoah Askin; Gianpiero Petriglieri; Joanna Lockard
Unilever in Brazil 1997-2007): Marketing Strategies for Low-Income ConsumersPierre Chandon; Pedro Pacheco Guimaraes
Ombre, Tie-Dye, Splat Hair: Trends or Fads?: 'Pull' and 'Push' Social Media Strategies at L'Oréal Paris David Dubois; Katrina Bens
AccorHotels and the Digital Transformation: : Enriching Experiences Through Content Strategies Along the Customer JourneyDavid Dubois; Joerg Niessing; Jean Wee; Inyoung Chae
De Beers: Diamonds Are for AsiaHellmut Schütte
Ford Ka (A): Breaking New Ground in the Small Car MarketMarkus Christen; David Soberman; Gigi Cothier
Production and Operations Management
Marks & Spencer and Zara: Process Competition in the Textile Apparel IndustryMichael Pich; Ludo Van der Heyden; Nicolas Harle
Strategy & General Management
Even a Clown Can Do It (B): Cirque du Soleil Recreates Live EntertainmentW. Chan Kim; Renée Mauborgne; Ben Bensaou

These awards and recognition achieved highlight the high calibre of the school’s research output, underscore the thought leadership of its faculty and reaffirm the school’s commitment to research excellence and the case method.

To find out more, visit INSEAD Case Publishing or view the school’s cases with dedicated websites



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”.

Contacts for press

Axel Tagliavini
Tel +33 1 60 72 90 11  
Email: axel.tagliavini@insead.edu

Chris Howells
Tel +65 6799 5490
Email: chris.howells@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

Insead Personalised Experience




Save & Manage



It is easy, simply log in:

Via Social

  • icons
  • icons
  • icons


Use your email address