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David Dubois

Associate Professor of Marketing
In early 2025, Atica, an avant-garde luxury dining venture in Paris, captivated the culinary world by clinching the “Palme d’Or” at the prestigious Palmes de la Restauration awards. Founded by INSEAD alumnus Ramzi Saade, Atica transcends traditional dining by weaving together gastronomy, storytelling, and multisensory technology into thematic “seasons” that immerse guests in a cultural narrative.

Published 13 Jun 2025

Reference 7009

Topic Marketing

Industry Restaurants Hospitality

View case
Farfetch, a pioneering luxury fashion e-commerce platform founded by José Neves in 2007 that attracted investment from Kering, Chanel and Alibaba was valued at $24 billion at its peak.

Published 28 Apr 2025

Reference 6981

Topic Marketing

Industry Luxury Goods and Jewelry E-Commerce

Region Global

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This case offers a platform to discuss (1) how businesses can develop a learning culture that fuels growth and creates a lasting competitive advantage, and (2) what leading with a learning mindset looks like. It describes the remarkable transformation of Multiply Group from a niche marketing consultancy into a multi-billion-dollar diversified investment holding company.

Published 17 Mar 2025

Reference 6978

Topic Leadership & Organisations

Industry Investment Management Marketing and Advertising

Region Middle-East

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The case study highlights the strategic decision-making process, the challenges faced, and the importance of board and executive alignment in successfully navigating the complex journey to IPO. OVHcloud, a leading European cloud services provider founded by the Klaba family in 1999, launched an initial public offering (IPO) in 2021.

Published 31 Jan 2025

Reference 6880

Topic Leadership & Organisations

Industry Information Technology and Services Capital Markets

Region Europe

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Case B provides further insights into the complexities of preparing a technology company for an IPO, emphasizing the importance of leadership, strategic planning, and effective communication in navigating the transition from a private to a public company. The case highlights how OVHcloud’s culture, organizational enhancements, and navigation of power dynamics enabled it to execute a successful IPO

Published 31 Jan 2025

Reference 6880

Topic Leadership & Organisations

Industry Information Technology and Services Capital Markets

Region Europe

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What is the secret sauce that has powered chef Alain Passard’s uninterrupted success for the last 35 years on the global stage and retained three Michelin stars for his renowned restaurant L’Arpège since 1996? What can his success story tell us about effective brand building and brand extension at a time when experiential luxury is driving the industry?

Published 28 Jan 2025

Reference 6937

Topic Entrepreneurship

Industry Restaurants Luxury Goods and Jewelry

Region Europe

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The case study outlines the steps taken by GO Telecom to navigate a competitive market, revitalize the brand, and strategically position itself for future growth through innovation and customer-centric practices.

Published 19 Nov 2024

Reference 6924

Topic Marketing

Industry Telecommunications

Region Middle-East

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Salmon Evolution, a Norwegian on-land salmon farming company, was established in 2017 with a vision of innovating in the industry to ensure sustainability. Trond Håkon Schaug-Pettersen, transitioning from CFO to CEO in January 2023, played a pivotal role in its capitalization journey from private placements to public markets.

Published 27 Jun 2024

Reference 6879

Topic Leadership & Organisations

Industry Agriculture Financial Services

Region Europe

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The case study focuses on the strategic use of environmental, social, and governance (ESG) principles by Salmon Evolution during its initial public offering (IPO) and subsequent growth phase.

Published 27 Jun 2024

Reference 6879

Topic Leadership & Organisations

Industry Food and Beverages Production

Region Europe

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Crurated, a start-up founded in 2019, combines various technologies to address previously unmet needs in the fine wine market through a bold marketing approach. The innovative ecommerce marketplace enables high-end consumers to connect with and purchase wine from renowned producers.

Published 22 Jun 2023

Reference 6822

Topic Marketing

Industry Luxury Goods and Jewelry

Region Global

View case
In early 2025, Atica, an avant-garde luxury dining venture in Paris, captivated the culinary world by clinching the “Palme d’Or” at the prestigious Palmes de la Restauration awards. Founded by INSEAD alumnus Ramzi Saade, Atica transcends traditional dining by weaving together gastronomy, storytelling, and multisensory technology into thematic “seasons” that immerse guests in a cultural narrative.

Published 13 Jun 2025

Reference 7009

Topic Marketing

Industry Restaurants Hospitality

View case
Crurated, a start-up founded in 2019, combines various technologies to address previously unmet needs in the fine wine market through a bold marketing approach. The innovative ecommerce marketplace enables high-end consumers to connect with and purchase wine from renowned producers.

Published 22 Jun 2023

Reference 6822

Topic Marketing

Industry Luxury Goods and Jewelry

Region Global

View case
How did Shopee – a small e-commerce player launched in 2015 – overtake its historic rival Lazada in just a few years to average 281 million visits a month and become the most valuable company in South East Asia in 2021? CEO Forrest Li followed a bold two-sided digital marketing strategy that won over sellers (B2B) and users (B2C).

Published 11 Oct 2021

Reference 6705

Topic Marketing

Industry E-Commerce

Region Asia

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Ualá’s bold “tech-and-touch” strategy brought 2.7 million new customers – 1 out of 20 people in Argentina – into banking in less than four years (2017-21).

Published 27 May 2021

Reference 6677

Topic Marketing

Industry Financial Services Banking

Region South America

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Majid Al Futtaim (MAF) is a lifestyle conglomerate present in 16 countries in the Middle East and North Africa, with annual revenues of $9.6 billion. The case focuses on its data-led, customer-centred transformation that unlocked new sources of growth and mitigated the effects of the covid19 pandemic on business thanks to the group’s digital resilience.

Published 01 Jul 2020

Reference 6592

Topic Strategy

Industry Retail

Region Middle-East

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Air Liquide, a leader in centric industrial and healthcare gases, seeks to develop ‘customer intimacy’ through digital technologies following its acquisition of US company Airgas. VP Olivier Blachier is tasked to articulate for the board a vision of customer centricity and a digital strategy.

Published 25 Mar 2019

Reference 6446

Topic Marketing

Industry Oil & Energy

Region Global

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For over 60 years, Bluebell, a major actor in the luxury B2B ecosystem, has been helping Western luxury brands such as Louis Vuitton, Davidoff, Moschino, Manolo Blahnik or Jimmy Choo enter key Asian markets.

Published 29 Oct 2018

Reference 6443

Topic Marketing

Industry Wholesale Luxury Goods and Jewelry

Region Asia

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Paris-based S.T.Dupont is engaged in the manufacture, marketing and sale of luxury goods for men and women, including lighters, pens, jewelry, leather goods, eyewear, watches, belts, fragrances and casual and formal attire. Founded in 1872 by an entrepreneurial French photographer and carriage-maker, the company began making luxury leather luggage for wealthy aristocrats.

Published 30 Jan 2017

Reference 6208

Topic Marketing

Industry Retail

Region Global

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The case investigates the role of creative directors in the luxury fashion industry. When in October 2015 Raf Simons quit Christian Dior, industry observers wondered why anyone would voluntarily walk away from such an esteemed fashion house, and who would replace him. Beneath the glamorous veneer, the luxury and fashion industry puts tremendous stress on creative directors.

Published 22 Jul 2016

Reference 6214

Topic Leadership & Organisations

Industry Luxury Goods and Jewelry Apparel and Fashion

Region Europe

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The case illustrates an innovative integrated marketing campaign by Nokia to promote its new phone, the N8. In early January 2010, Stuart Wells, Integrated Global Campaign Lead at Nokia, initiated and supervised the execution of an ambitious integrated marketing campaign.

Published 24 Apr 2015

Reference 6117

Topic Marketing

Industry Telecommunications Wireless Information Technology and Services

Region Global

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The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.

Published 23 Jun 2014

Reference 6060

Topic Marketing

Industry Apparel and Fashion

Region Global

View case
Digital Consumer Behavior, Digital Transformation, Data-Driven Marketing, Data & Consumer Science, Big Data, Omnichannel Experience, Virality, Psychology of Technology, Social Influence, Brand Management, Luxury & Fashion Goods, Consumer Advocacy on Social Media, Social Media Strategy