14 INSEAD best-selling cases at the Case Centre 2021

Most Popular Cases in 2021

The Case Centre has revealed the most popular cases in 2021 – those which were used the most at business schools around the world – listing the top 15 best-sellers in each of the 10 major subject areas. This year, 14 INSEAD cases are included, four more than in 2020. The four cases that join the list for the first time are:

AkzoNobel
by Theo Vermaelen and Sirvan Canitez

Branding in an Emerging Market: Strategies for Sustaining Market Dominance of the Largest Apparel Brand in India
by Haiyang Yang, Amitava Chattopadhyay and Kedar Apshankar

IDEO: Service Design (A)
by Manuel Sosa and Ritesh Bhavnani

How Corporates Co-innovate with Startups: The BMW Startup Garage
by Pascale Balze, Joerg Niessing, Julia Bodner, Laurence Capron and Nathan Furr

The complete list of INSEAD’s most popular cases is as follows.

Economics, Politics and Business Environment

AkzoNobel
by Theo Vermaelen and Sirvan Canitez

Entrepreneurship

Simplex Solutions: Expanding the Entrepreneurial Team
by Balagopal Vissa

Ethics and Social Responsibility

Volkswagen's Emissions Scandal: How Could It Happen?
by N. Craig Smith and Erin McCormick

Enel's Innovability: Global Open Innovation and Sustainability
by L. Felipe Monteiro and Jose Miguel Garcia

Human Resource Management / Organisational Behaviour

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

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

Marketing

AccorHotels and the Digital Transformation: Enriching Experiences Through Content Strategies Along the Customer Journey
by David Dubois, Inyoung Chae, Joerg Niessing and Jean Wee

Branding in an Emerging Market: Strategies for Sustaining Market Dominance of the Largest Apparel Brand in India
by Haiyang Yang, Amitava Chattopadhyay and Kedar Apshankar

Ford Ka (A): Breaking New Ground in the Small Car Market
by Markus Christen, David Soberman and Gigi Cothier

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

Production and Operations Management

IDEO: Service Design (A)
by Manuel Sosa and Ritesh Bhavnani

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

Strategy & General Management

How Corporates Co-innovate with Startups: The BMW Startup Garage
by Pascale Balze, Joerg Niessing, Julia Bodner, Laurence Capron and Nathan Furr

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

Best-selling Classic Cases in 2021

For the second consecutive year, The Case Centre announced the best-sellers in the “classic case” collection. Several factors contribute to a case becoming a classic – its subject, length and adaptability to different disciplines or audiences. What these cases have in common is “an author with the expert eye of a teacher, who really understands how the case classroom works”. Some classic cases are over 10 years old.  Best-sellers are based on the number of individual organisations that have ordered the case over the last five years. This year, 10 INSEAD cases are named in this category.

Ethics and Social Responsibility

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

Human Resource Management / Organisational Behaviour

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

Marketing

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

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

Production and Operations Management

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

IDEO: Service Design (A)
by Manuel Sosa and Ritesh Bhavani

Strategy & General Management

Even a Clown Can Do It (B): Cirque du Soleil Recreates Live Entertainment
by W. Chan Kim, Renee Mauborgne and Ben Bensaou

The Evolution of the Circus Industry (A)
by W. Chan Kim, Renee Mauborgne, Ben Bensaou and Matt Williamson