15 INSEAD Best-selling Cases at The Case Centre 2022

Most Popular Cases in 2022

The Case Centre has revealed the list of cases that were used the most at business schools around the world in 2022. The list is based on unit sales from The Case Centre’s catalogue during the preceding calendar year and identifies the top 15 best-selling cases in each of the 10 major subject areas. This year, INSEAD’s presence continues to grow with 15 cases by INSEAD faculty, including five new entries, featured on the list.

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

Economics, Politics and Business Environment

AkzoNobel by Theo Vermaelen, Sirvan Canitez

Entrepreneurship

Simplex Solutions: Expanding the Entrepreneurial Team by Balagopal Vissa

Stanley Robotics (A): Your Solution Is Not My Problem by Michaël Bikard

Ethics and Social Responsibility

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

Google and Project Maven (A): Big Tech, Government and the AI Arms Race by Gianpiero Petriglieri, Jaimie Stettin

Procter & Gamble and Population Services International (PSI): Social Marketing for Safe Water by Margaret Hanson, Karen Powell

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

Human Resource Management / Organisational Behaviour

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

Marketing

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

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

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

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

Production and Operations Management

Easy Profit: A Revenue Management Pilot by Ioana Popescu

Strategy & General Management

Accenture Development Partnerships (A) (Japanese) by Christiane Bode, Michelle Rogan

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

Best-selling Classic Cases in 2022

For the third consecutive year, The Case Centre also announced its collection of best-selling classic cases. Several factors contribute to a case becoming a classic, 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, and best-selling classic cases are based on the number of individual organisations that have ordered the case over the last five years. This year, 12 INSEAD cases are named in this category.

The list of best-selling classic cases is as follows.

Economics, Politics and Business Environment

AkzoNobel by Theo Vermaelen, Sirvan Canitez

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

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

Leading Across Cultures at Michelin (C) by Erin Meyer, Sapna Gupta

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

What Price Vertigo? by Ioana Popescu

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

Strategy & General Management

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

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

The continued presence of INSEAD cases is testament to the school’s continued dedication to providing pedagogical material relevant to contemporary business practices.