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.
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.
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.
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.
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.
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.
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.
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.
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
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
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?
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?
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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).
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).
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).
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).
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
