Celebrating INSEAD Case Studies
Case Centre recognition
Last year, as usual, we were prolific publishers and prize winners, with three professors in The Case Centre’s 2017 top ten bestselling authors.
Professors Renée Mauborgne and W. Chan Kim placed at #8. Their latest case study, A Maestro Without Borders: How André Rieu Created the Classical Music Market for the Masses (2017), takes us into unusual territory for business research. It shows how one orchestra has succeeded in competing with the likes of Bruce Springsteen and Justin Bieber in terms of sales figures.
Just behind, at #10, is Pierre Chandon (who previously won The Case Centre’s 2016 award for Outstanding Contribution to the Case Method). His latest work is also highly innovative and particularly relevant to this Annual Report. Who’s #1: INSEAD, Harvard, Wharton, LBS? Designing Research to Measure the Strength of Business Schools’ Brands (2017) asks students to identify the most important attributes of an MBA programme and design a survey accordingly.
The other standout result this year was the award of The Case Centre’s Human Resources Management/ Organisational Behaviour prize to Professor Horacio Falcão, for Oxipouco: An Endangered Species Resource Negotiation (2013). It’s a dynamic role-play based on a real-life negotiation between two pharma companies: will you collaborate or will you compete… and risk losing a potential cure for leukaemia and Alzheimer’s disease?
Case studies are much more than classroom aids. They tell great stories, casting light on the most topical business issues for the general reader. The accompanying teaching notes reveal even deeper learning about business successes (and sometimes failures). For members of the INSEAD community, collaborating with faculty on a bestselling case study is an opportunity to give back to the school. And for our professors, case writing brings them even closer to business. Perhaps most important of all, INSEAD case studies take our brand out into the world – and even into the classrooms of our competitors.