Peter Zemsky

Professor of Strategy
Email peter.zemsky@insead.edu
Find out more about the author

ObEN PAI: Building a World of Personal AI Avatars

By  Peter Zemsky,  Pavel Kireyev,  Lisa Duke
Add to cart new
The case charts the creation and development of ObEN, a Los Angeles start-up that offers two kinds of personal artificial intelligence avatars – consumer avatars that can be created by individuals on their smartphones, and avatars that recreate a celebrity persona (requiring more data).

    Published 19 Mar 2020

    Reference 6562

    Topic Strategy

    Industry Computer Software

    Region North America

    View case

    ObEN PAI: Building a World of Personal AI Avatars

    Add to cart new
    The case charts the creation and development of ObEN, a Los Angeles start-up that offers two kinds of personal artificial intelligence avatars – consumer avatars that can be created by individuals on their smartphones, and avatars that recreate a celebrity persona (requiring more data).
      View case

      Dyson Ltd: From Vacuum Cleaners to Electric Vehicles

      By  Andrew Shipilov,  Peter Zemsky,  Brian Henry
      Add to cart extra
      The case provides a strategic overview of one of the UK’s fastest-growing household goods companies, Dyson Ltd. Starting out in the early 1990s as sole vendor of bagless vacuum cleaners in the UK market, Dyson would ultimately become the market leader before its competitors finally woke up.

        Published 13 Feb 2019

        Reference 6455

        Topic Strategy

        Industry Consumer Goods,  Mechanical or Industrial Engineering

        Region Global

        View case

        Dyson Ltd: From Vacuum Cleaners to Electric Vehicles

        Add to cart extra
        The case provides a strategic overview of one of the UK’s fastest-growing household goods companies, Dyson Ltd. Starting out in the early 1990s as sole vendor of bagless vacuum cleaners in the UK market, Dyson would ultimately become the market leader before its competitors finally woke up.
          View case

          The ISIS Social Media Machine

          By  Peter Zemsky,  Benjamin Lavelle
          Add to cart
          This case considers the use of social media and other electronic communication tools by the terrorist group ISIS to spread its message and recruit new members. It includes background information on social media platforms and their use by organizations as marketing tools.

            Published 24 Jul 2017

            Reference 6302

            Topic Marketing

            Industry Broadcast Media

            Region Middle-East

            View case

            The ISIS Social Media Machine

            Add to cart
            This case considers the use of social media and other electronic communication tools by the terrorist group ISIS to spread its message and recruit new members. It includes background information on social media platforms and their use by organizations as marketing tools.
              View case

              Where to Next with BlaBlaCar? (Russian)

              By  Peter Zemsky,  Anne-Marie Carrick
              Add to cart
              The case describes the rise of BlaBlaCar to global leadership of long-haul ridesharing and to prominence as one of Europe's most successful startups. It focuses on a critical juncture when the company has recently emerged as the European leader and has raised $100 million to go global.

                Published 27 Jan 2017

                Reference 6104

                Topic Strategy

                Region Global

                View case

                Where to Next with BlaBlaCar? (Russian)

                Add to cart
                The case describes the rise of BlaBlaCar to global leadership of long-haul ridesharing and to prominence as one of Europe's most successful startups. It focuses on a critical juncture when the company has recently emerged as the European leader and has raised $100 million to go global.
                  View case

                  Where to Next with BlaBlaCar? (French)

                  By  Peter Zemsky,  Anne-Marie Carrick
                  Add to cart
                  The case describes the rise of BlaBlaCar to global leadership of long-haul ridesharing and to prominence as one of Europe's most successful startups. It focuses on a critical juncture when the company has recently emerged as the European leader and has raised $100 million to go global.

                    Published 14 Oct 2016

                    Reference 6104

                    Topic Strategy

                    Region Global

                    View case

                    Where to Next with BlaBlaCar? (French)

                    Add to cart
                    The case describes the rise of BlaBlaCar to global leadership of long-haul ridesharing and to prominence as one of Europe's most successful startups. It focuses on a critical juncture when the company has recently emerged as the European leader and has raised $100 million to go global.
                      View case

                      Where to Next with BlaBlaCar?

                      By  Anne-Marie Carrick,  Peter Zemsky
                      Add to cart extra
                      BlaBlaCar, Europe’s foremost ride sharing company, was founded by Frederic in 2006. An online market place where drivers “sell” seats in their cars for long distance rides, it allowed the drivers to cover their motoring costs and passengers access to cheaper travel.

                        Published 25 Jan 2016

                        Reference 6104

                        Topic Strategy

                        Industry Automotive,  Transportation/Trucking/Railroad

                        Region Global

                        View case

                        Where to Next with BlaBlaCar?

                        Add to cart extra
                        BlaBlaCar, Europe’s foremost ride sharing company, was founded by Frederic in 2006. An online market place where drivers “sell” seats in their cars for long distance rides, it allowed the drivers to cover their motoring costs and passengers access to cheaper travel.
                          View case

                          The United Arab Emirates: An Emerging Economic Power

                          By  Peter Zemsky,  Pascale Balze
                          Add to cart
                          The case describes the economic and social transformation of the UAE over the last 60 years from a quiet backwater on the desert Gulf Peninsula into a fast-growing modern economy and one of the world’s largest melting pots of nationalities and cultures.

                            Published 19 Dec 2014

                            Reference 6103

                            Topic Economics & Finance

                            Industry Government Relations

                            Region Middle-East

                            View case

                            The United Arab Emirates: An Emerging Economic Power

                            Add to cart
                            The case describes the economic and social transformation of the UAE over the last 60 years from a quiet backwater on the desert Gulf Peninsula into a fast-growing modern economy and one of the world’s largest melting pots of nationalities and cultures.
                              View case

                              Pfizer and the Distribution of Pharmaceuticals in Europe in 2009

                              By  Karel Cool,  Peter Zemsky,  Charlotte Butler
                              Add to cart
                              Faced with increasing parallel imports, Pfizer in Europe decides to change its drug distribution strategy. It introduces a 'Direct to Pharmacy' scheme whereby distributors become mere logistics companies. Pfizer also introduces 'dual pricing' to force wholesalers to sell the drugs in the targeted country.

                                Published 23 Feb 2011

                                Reference 5679

                                Topic Strategy

                                Industry Pharmaceuticals

                                Region Europe

                                View case

                                Pfizer and the Distribution of Pharmaceuticals in Europe in 2009

                                Add to cart
                                Faced with increasing parallel imports, Pfizer in Europe decides to change its drug distribution strategy. It introduces a 'Direct to Pharmacy' scheme whereby distributors become mere logistics companies. Pfizer also introduces 'dual pricing' to force wholesalers to sell the drugs in the targeted country.
                                  View case

                                  Dyson Ltd: From Vacuum Cleaners to Electric Vehicles

                                  By  Andrew Shipilov,  Peter Zemsky,  Brian Henry
                                  Add to cart extra
                                  The case provides a strategic overview of one of the UK’s fastest-growing household goods companies, Dyson Ltd. Starting out in the early 1990s as sole vendor of bagless vacuum cleaners in the UK market, Dyson would ultimately become the market leader before its competitors finally woke up.

                                    Published 13 Feb 2019

                                    Reference 6455

                                    Topic Strategy

                                    Industry Consumer Goods,  Mechanical or Industrial Engineering

                                    Region Global

                                    View case

                                    Dyson Ltd: From Vacuum Cleaners to Electric Vehicles

                                    Add to cart extra
                                    The case provides a strategic overview of one of the UK’s fastest-growing household goods companies, Dyson Ltd. Starting out in the early 1990s as sole vendor of bagless vacuum cleaners in the UK market, Dyson would ultimately become the market leader before its competitors finally woke up.
                                      View case

                                      Where to Next with BlaBlaCar?

                                      By  Anne-Marie Carrick,  Peter Zemsky
                                      Add to cart extra
                                      BlaBlaCar, Europe’s foremost ride sharing company, was founded by Frederic in 2006. An online market place where drivers “sell” seats in their cars for long distance rides, it allowed the drivers to cover their motoring costs and passengers access to cheaper travel.

                                        Published 25 Jan 2016

                                        Reference 6104

                                        Topic Strategy

                                        Industry Automotive,  Transportation/Trucking/Railroad

                                        Region Global

                                        View case

                                        Where to Next with BlaBlaCar?

                                        Add to cart extra
                                        BlaBlaCar, Europe’s foremost ride sharing company, was founded by Frederic in 2006. An online market place where drivers “sell” seats in their cars for long distance rides, it allowed the drivers to cover their motoring costs and passengers access to cheaper travel.
                                          View case
                                          Value-Based Strategy