10 Jan 2025
14 INSEAD Cases among The Case Centre’s Best-sellers of 2024

Most Popular Cases in 2024
The Case Centre has featured 14 INSEAD cases in the list of cases most used at global business schools in 2024. Based on unit sales from The Case Centre’s catalogue in the preceding calendar year, the list highlights the top 15 best-selling cases across 10 major subject areas.
This year list includes one new INSEAD entry: Professor Felipe Monteiro’s case The TAG Heuer Carrera Connected Watch (A): Swiss Avant-Garde for the Digital Age in Japanese. This is one of just a handful of case translations featured among The Case Centre’s best-sellers of 2024.
Other notable INSEAD entries include Professor Ioana Popescu who achieved double success with two of her cases What Price Vertigo? and Easy Profit: A Revenue Management Pilot featuring on the final list. Unilever in Brazil by Pierre Chandon and Pedro Pacheco Guimaraes marked its 20th consecutive year on the best-seller list, while Leading Across Cultures at Michelin (A) by Erin Meyer and Sapna Gupta was included for the 13th time on the list.
Best-selling Classic Cases in 2024
For the fifth consecutive year, The Case Centre also revealed the classic best-selling case collection. Several factors contribute to a case becoming a classic best-seller, including 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”. Any case over 10 years old is eligible, with the best-selling classic cases based on the number of individual organisations that have ordered the case over the last five years. Eight INSEAD cases are named in this category for 2024.
The complete list of INSEAD’s most popular and best-selling classic cases is as follows:
Most Popular Cases in 2024
Economics, Politics and Business Environment
Does Sustainability Pay? Barry Callebaut's Sustainability Improvement Loan by Lucie Tepla, Lisa Simone Duke.
AkzoNobel by Theo Vermaelen, Sirvan Canitez
Entrepreneurship
Simplex Solutions: Expanding the Entrepreneurial Team by Balagopal Vissa
Human Resource Management / Organisational Behaviour
Tony Hsieh at Zappos: Structure, Culture and Change by Noah Askin, Gianpiero Petriglieri, Joanna Lockard
Leading Across Cultures at Michelin (A) by Erin Meyer, Sapna Gupta.
Ricardo Semler: A Revolutionary Model of Leadership by William Maddux, Roderick Swaab, Betania Tanure, Elin Williams
Lee Coker by Jean-François Manzoni, Jean-Louis Barsoux
Marketing
Unilever in Brazil (1997-2007): Marketing Strategies for Low-income Consumers by Pierre Chandon, Pedro Pacheco Guimaraes.
What Price Vertigo? by Ioana Popescu
Production and Operations Management
Easy Profit: A Revenue Management Pilot by Ioana Popescu
Dragonfly: Developing a Proposal for an Uninhabited Aerial Vehicle (UAV) by Christoph Loch, Arnoud De Meyer, Stylianos Kavadias
Strategy & General Management
The TAG Heuer Carrera Connected Watch (A): Swiss Avant-Garde for the Digital Age (Japanese) by L. Felipe Monteiro
The Marvel Way: Restoring a Blue Ocean by W. Chan Kim, Renée Mauborgne, Michael Olenick
Accenture Development Partnerships (A) (Japanese) by Christiane Bode, Michelle Rogan
Best-selling Classic Cases in 2024
Entrepreneurship
Simplex Solutions: Expanding the Entrepreneurial Team by Balagopal Vissa
Ethics and Social Responsibility
Société Générale: The Rogue Trader by Mark Hunter, N. Craig Smith
Human Resource Management / Organisational Behaviour
Leading Across Cultures at Michelin (A) by Erin Meyer, Sapna Gupta
Ricardo Semler: A Revolutionary Model of Leadership by William Maddux, Roderick Swaab, Betania Tanure, Elin Williams
Marketing
Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category by Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa
Unilever in Brazil (1997-2007): Marketing Strategies for Low-income Consumers by Pierre Chandon, Pedro Pacheco Guimaraes
Production and Operations Management
IDEO: Service Design (A) by Manuel Sosa, Ritesh Bhavani
Marks & Spencer and Zara: Process Competition in the Textile Apparel Industry by Michael Pich, Ludo Van der Heyden, Nicolas Harle
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 and classic cases for 2024, please visit this page.