13 INSEAD Cases among The Case Centre’s Best-sellers of 2025

Most Popular Cases in 2025

The Case Centre has featured 13 INSEAD cases in its list of the most-used cases at global business schools in 2025. Based on unit sales from The Case Centre’s catalogue in the preceding calendar year, the annual rankings highlight the top 15 best-selling cases across 10 major subject areas.

This year’s list includes five new INSEAD entries, reflecting the school's ability to capture emerging business trends:

• Alibaba in Blockchain: Integrating Blockchain-based Remittances into Cloud Services by Jason P. Davis, Minh Vo, and Anne Yang
• Emmanuel Faber at Danone: Man on a Mission (C) by Stanislav Shekshnia, Ludo Van der Heyden, and Elin Williams
• Lemonade: Delighting Insurance Customers with AI and Behavioural Economics - A Disruptive InsurTech Business Model for Outstanding Customer Experience and Cost-Effective Service Excellence by Laura Heely, Ziv Carmon, and Wolfgang Ulaga
• waterdrop®: Changing the Paradigms of the Beverage Industry with Limited Resources and Digital Marketing by Joerg Niessing, Carla Baumer, and Anne-Marie Carrick
• The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde for the Digital Age (Japanese) by L. Felipe Monteiro and Anne-Marie Carrick

Other notable INSEAD entries include Tony Hsieh at Zappos: Structure, Culture and Change, by Noah Askin, Gianpiero Petriglieri, and Joanna Lockard, which secured a spot for the 9th consecutive year on the best-seller list, while Leading Across Cultures at Michelin (A), by Erin Meyer and Sapna Gupta, marked its the 15th appearance on the list.

Best-selling Classic Cases in 2025

For the sixth consecutive year, The Case Centre also revealed the best-selling classic case collection. Several factors contribute to a case becoming a classic best-seller, including its subject, length and adaptability to different disciplines and audiences.

As The Case Centre notes, what these cases share is “an author with the expert eye of a teacher, who really understands how the case classroom works”. Any case over 10 years old is eligible, with rankings based on the number of individual organisations that have ordered the case over the last five years. In 2025, eleven INSEAD cases are named in this category.

The complete list of INSEAD’s most popular and best-selling classic cases is as follows:

Most Popular Cases in 2025

Economics, Politics and Business Environment

AkzoNobel by Theo Vermaelen and Sirvan Canitez

Entrepreneurship

Alibaba in Blockchain: Integrating Blockchain-based Remittances into Cloud Services by Jason P. Davis, Minh Vo, and Anne Yang

Emmanuel Faber at Danone: Man on a Mission (C) by Stanislav Shekshnia, Ludo Van der Heyden, and Elin Williams

Simplex Solutions: Expanding the Entrepreneurial Team by Balagopal Vissa

Human Resource Management / Organisational Behaviour

Leading Across Cultures at Michelin (A) by Erin Meyer and Sapna Gupta

Ricardo Semler: A Revolutionary Model of Leadership by William Maddux, Roderick Swaab, Betania Tanure, and Elin Williams

Tony Hsieh at Zappos: Structure, Culture and Change by Noah Askin, Gianpiero Petriglieri, and Joanna Lockard

Marketing

Lemonade: Delighting Insurance Customers with AI and Behavioural Economics - A Disruptive InsurTech Business Model for Outstanding Customer Experience and Cost-Effective Service Excellence by Laura Heely, Ziv Carmon, and Wolfgang Ulaga

waterdrop®: Changing the Paradigms of the Beverage Industry with Limited Resources and Digital Marketing by Joerg Niessing, Carla Baumer, and Anne-Marie Carrick

Production and Operations Management

Easy Profit: A Revenue Management Pilot by Ioana Popescu

Strategy & General Management

The Marvel Way: Restoring a Blue Ocean by W. Chan Kim, Renée Mauborgne, and Michael Olenick

The TAG Heuer Carrera Connected Watch (A): Swiss Avant-Garde for the Digital Age (Japanese) by L. Felipe Monteiro

The TAG Heuer Carrera Connected Watch (B): Swiss Avant-Garde for the Digital Age (Japanese) by L. Felipe Monteiro and Anne-Marie Carrick

Best-selling Classic Cases in 2025

Entrepreneurship

Simplex Solutions: Expanding the Entrepreneurial Team by Balagopal Vissa

Ethics and Social Responsibility

Société Générale: The Rogue Trader by Mark Hunter and N. Craig Smith

Finance, Accounting and Control

Infineon Technologies: Time to Cash in Your Chips? by Joël Peress and Denis Gromb

Human Resource Management / Organisational Behaviour

Leading Across Cultures at Michelin (A) by Erin Meyer and Sapna Gupta

Leading Across Cultures at Michelin (B) by Erin Meyer and Sapna Gupta

Ricardo Semler: A Revolutionary Model of Leadership by William Maddux, Roderick Swaab, Betania Tanure, and Elin Williams

Marketing

Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category by Yakov Bart, Pierre Chandon, Steven Sweldens, and Raquel Seabra de Sousa

Unilever in Brazil (1997-2007): Marketing Strategies for Low-income Consumers by Pierre Chandon and Pedro Pacheco Guimaraes

What Price Vertigo? by Ioana Popescu

Production and Operations Management

Marks & Spencer and Zara: Process Competition in the Textile Apparel Industry by Michael Pich, Ludo Van der Heyden, Nicolas Harle

Strategy & General Management

Salesforce.com: Creating a Blue Ocean in the B2B Space by W. Chan Kim, Renée Mauborgne, Mi Ji, and Jee Eun Lee

The continued presence of INSEAD cases in both lists reflects the school’s ongoing commitment to developing pedagogical material that resonates with contemporary business practices and challenges.

For the complete list of The Case Centre’s best-selling cases for 2025, please visit this page.