INSEAD Professors in The Case Centre's Top 50 Best-selling Case Authors of 2023-2024

Today, the Case Centre has released their annual list of the top 50 best-selling case authors for the academic year 2023/2024. Four INSEAD faculty are featured in this prestigious ranking, highlighting the enduring strength and impact of INSEAD’s case work. The ranking is based on the volume of sales from the preceding academic year.

Professors W. Chan Kim and Renee Mauborgne, renowned Co-Directors of the INSEAD Blue Ocean Strategy Institute and authors of ground-breaking books such as “Beyond Disruption” and the multi-million selling "Blue Ocean Strategy", are ranked #5 this year. This marks their ninth consecutive year in the top ten best-selling case authors. Their powerful cases revolve around the concept of creating "blue oceans" of untapped market space instead of going head-to-head with rivals and competing in the "red ocean."

Their best-selling case "Ping An Good Doctor: Creating a Nondisruptive Solution for China's Healthcare System" with Institute Senior Executive Fellow Mi Ji describes how the Chinese internet healthcare company Ping An Good Doctor has allowed medical resources to address market demand effectively while lowering social costs. This approach allowed them to achieve nondisruptive creation, a concept coined by Professors Kim and Mauborgne in their New York Times’ bestseller “Blue Ocean Shift”.

Wolfgang Ulaga, Professor of Management Practice in Marketing and Senior and Co-Director of INSEAD's Marketing & Sales Excellence Initiative (MSEI), secured the #19 spot in The Case Centre's 2023/2024 ranking. His cases emphasize business model innovation and B2B customer solution sales.

One of Professor Ulaga’s best-selling cases,"Lemonade: Delighting Insurance Customers with AI and Behavioural Economics: A Disruptive InsurTech Business Model for Outstanding Customer Experience and Cost-effective Service Excellence", co-authored with Professor Ziv Carmon and Laura Heely (INSEAD MBA’17J), won the Marketing category award in The Case Centre’s Awards and Competitions 2023 (find more here). This case explores how digital disruption is impacting the insurance industry and understand the digital transformation of the customer experience (CX).

Felipe Monteiro, Senior Affiliate Professor of Strategy and Academic Director of the Global Talent Competitiveness Index (GTCI), is a “new entry” in this year’s ranking and is ranked #23. His best-selling case “The TAG Heuer Carrera Connected Watch (A & B): Swiss Avant-Garde for the Digital Age”, co-authored with Anne-Marie Carrick, explores how a nation achieves international success in a specific industry and how multinational corporations enable benefit from the emergence of clusters. This case won The Case Centre's Outstanding Case Writer Competition in 2018.

His case “Enel's Innovability: Global Open Innovation and Sustainability”, co-authored with Jose Miguel Garcia Benavente, is the winner of the Case Centre’s Awards and Competitions in 2021 in the category “Ethics and Social Responsibility” (find more here). The case discusses how large multinational corporations can make ‘open innovation’ a global strategy, setting up innovation hubs and putting sustainability at the core of the organization.

In his recent case “Suzano’s Innovability Transformation: The Next 100 Years”, co-authored with Anne-Marie Carrick, Betania Tanure, and Ivanka Visnjic, Professor Monteiro illustrates how innovation can be a catalyst for a sustainability transformation in large organizations, creating new business opportunities for the future.

This recognition of INSEAD professors in The Case Centre's Top 50 Best-Selling Case Authors reaffirms the school's commitment to research excellence and the case method.

To find out more about the top 50 best-selling case authors of 2023-2024, read this announcement by The Case Centre.