Standing out from the crowd: our top 40 cases

2013

To celebrate our 40th anniversary, we’ve compiled a list of our top 40 bestselling cases worldwide. The figures include sales since The Case Centre was first set up in 1973.

Congratulations to IMD, Lausanne, Switzerland, whose case, easyJet: The Web’s Favourite Airline, made a very safe landing in first place. It was written by Nirmalya Kumar and Brian Rogers and first published in 2000.

Its nearest rival, Swatch, written by Christian Pinson and Helen Chase Kimball, takes second place. The case was published in 1987 by INSEAD, France, which also takes third, fourth, fifth and sixth place in our top 40.

Airline companies fly high in our top six, with Virgin Atlantic Airways: Ten Years After circling in third place, and Scandinavian Airlines Systems (SAS) in 1988 approaching fast in sixth place.

A number of familiar names feature in our top 40, including Apple Computer – 1992, coming in at 17th place; Ford Ka (A): Breaking New Ground in the Small Car Market, in 25th place, and Body Shop International, in 28th place. Other more intriguing titles also emerge, including The Evolution of the Circus Industry in 20th place, and Red Bull: The Anti-Brand Brand in 34th place.

Sixteen of our top 40 sellers were written at Harvard Business School, making it the school with most cases in our bestseller list. London Business School, Georgetown University, Universidad de Sevilla, and University of Warwick are also featured. In addition, Christopher Bartlett, Harvard Business School, deserves a special mention for having a total of six cases featured in our top 40. A very impressive achievement!

Congratulations to all our top 40 bestsellers! 

easyJet 1st
 
Nirmalya Kumar and Brian Rogers
IMD
Swatch 2nd
 
Swatch
Christian Pinson and Helen Chase Kimball
INSEAD
Virgin Atlantic Airways 3rd
 
Virgin Atlantic Airways: Ten Years After
Jean-Claude Larréché and Pantéa Denoyelle
INSEAD
Zantac 4th
 
Zantac (A)
Reinhard Angelmar and Christian Pinson
INSEAD
Case_name 5th
 
Anderson Consulting (Europe): Entering the Business of Business Integration
Sumantra Ghoshal and Mary Ackenhusen
INSEAD
Scandinavian 6th
 
Scandinavian Airlines System (SAS) in 1988
Sumantra Ghoshal, Ronald Berger Lefèbure, Johnny Jorgensen and David Staniforth
INSEAD
Case_name 7th
 
Benihana of Tokyo
W. Earl Sasser and John Klug
Harvard Business School
Case_name 8th
 
Unilever in Brazil(A)
Pierre Chandon and Pedro Pacheco Guimaraes
INSEAD
Nestle-Rowntree (A) 9th
 
Nestle-Rowntree (A)
James Ellert, J. Peter Killing, and Dana G. Hyde
IMD
Honda (A) 10th
 
Honda (A)
Richard Pascale and Evelyn Tatum Christiansen
Harvard Business School
Shouldice Hospital Ltd 11th
 
Shouldice Hospital Ltd
James L. Heskett
Harvard Business School
Nestle-Rowntree (B) 12th
 
Nestle-Rowntree (B)
James Ellert, J. Peter Killing, and Dana G. Hyde
IMD
Wolfgang Keller at Konigsbrau-Hellas AE (A) 13th
 
Wolfgang Keller at Konigsbrau-Hellas AE (A)
John J. Gabarro, Colleen Kaftan, Alison Comings, and Jennifer M. Seusse
Harvard Business School
Electrolux: the Acquisition and Integration of Zanussi 14th
 
Electrolux: the Acquisition and Integration of Zanussi
Sumantra Ghoshal and Philippe Haspeslagh
INSEAD
zara 15th
 
Zara
Kasra Ferdows, Jose A.D. Machuca, and Michael Lewis
Georgetown University, Universidad de Sevilla, and University of Warwick
Canon: Competing on Capabilities 16th
 
Canon: Competing on Capabilities
Sumantra Ghoshal and Mary Ackenhusen
INSEAD
Apple Computer 1992 17th
 
Apple Computer 1992
David B. Yoffie, Jeff Cohn and David Levy
Harvard Business School
Aqualisa Quartz: Simply a Better Shower 18th
 
Aqualisa Quartz: Simply a Better Shower
Youngme Moon and Kerry Herman
Harvard Business School
Komatsu Ltd 19th
 
Komatsu Ltd
Christopher A. Bartlett and U. Srinivasa Rangan
Harvard Business School
The Evolution of the Circus Industry (A) 20th
 
The Evolution of the Circus Industry (A)
W. Chan Kim, Renée Mauborgne, Ben M. Bensaou, and Matt Williamson
INSEAD
Caterpillar Tractor Co. 21st
 
Caterpillar Tractor Co.
Christopher A. Bartlett and U. Srinivasa Rangan
Harvard Business School
Branson’s Virgin: The Coming of Age of a Counter-Cultural Enterprise 22nd
 
Branson’s Virgin: The Coming of Age of a Counter-Cultural Enterprise
Manfred F. R. Kets de Vries and Robert Dick
INSEAD
Marks and Spencer and Zara: Process Competition in the Textile Apparel Industry 23rd
 
Marks and Spencer and Zara: Process Competition in the Textile Apparel Industry
Michael Pich, Ludo Van der Heyden and Nicolas Harlé
INSEAD
People Express (A) 24th
 
People Express (A)
Leonard A. Schlesinger and Debra Whitestone
Harvard Business School
Ford Ka (A): Breaking New Ground in the Small Car Market 25th
 
Ford Ka (A): Breaking New Ground in the Small Car Market
Markus Christen, David A. Soberman and Gigi Cothier
INSEAD
GE’s Two-Decade Transformation: Jack Welch’s Leadership 26th
 
GE’s Two-Decade Transformation: Jack Welch’s Leadership
Christopher A. Bartlett and Meg Wozny
Harvard Business School
Medi-Cult: Pricing a Radical Innovation 27th
 
Medi-Cult: Pricing a Radical Innovation
Nirmalya Kumar and Brian Rogers
IMD
Body Shop International 28th
 
Body Shop International
Christopher A. Bartlett, Kenton Elderkin and Krista McQuade
Harvard Business School
Toyota Motor Manufacturing, USA, Inc 29th
 
Toyota Motor Manufacturing, USA, Inc
Kazuhiro Mishina and Kazunori Takeda
Harvard Business School
Procter & Gamble Europe: Vizir Launch 30th
 
Procter & Gamble Europe: Vizir Launch
Christopher A. Bartlett
Harvard Business School
Colgate-Palmolive: Cleopatra 31st
 
Colgate-Palmolive: Cleopatra
Sandra Vandermerwe and J Carter Powis
IMD
McKinsey & Co: Managing Knowledge and Learning 32nd
 
McKinsey & Co: Managing Knowledge and Learning
Christopher A. Bartlett
Harvard Business School
Lincoln Electric in China 33rd
 
Lincoln Electric in China
Ingmar Björkman and Charles Galunic
INSEAD
Red Bull: the Anti-Brand Brand 34th
 
Red Bull: the Anti-Brand Brand
Nirmalya Kumar, Nader Tavassoli, and Sophie Linguri Coughlan
London Business School
Sunwind AB (A) 35th
 
Sunwind AB (A)
Robert S. Collins
IMD
SKF Bearings: Market Orientation Through Services (A) Restructuring the Before and After Market 36th

 
SKF Bearings: Market Orientation Through Services (A) Restructuring the
Before and After Market

Sandra Vandermerwe and Marika Taishoff
IMD
Mediquip SA (R) 37th
 
Mediquip SA (R)
Kamran Kashani
IMD
Charlotte Beers at Ogilvy & Mather Worldwide 38th
 
Charlotte Beers at Ogilvy & Mather Worldwide
Herminia Ibarra and Nicole Sackley
Harvard Business School
Intel Inside 39th
 
Intel Inside
David Weinstein
INSEAD
Rohm and Haas (A): New Product Marketing Strategy 40th
 
Rohm and Haas (A): New Product Marketing Strategy
V Kasturi Rangan and Susan Lasley
Harvard Business School
Share this page:

Celebrating our first 40 years

Candles

We’re celebrating our 40th year as the only global, not-for-profit organisation dedicated to promoting the case method and sharing our world-leading expertise in case teaching, writing and learning.

We’d love hear from you as we roll out our programme of events to mark this special anniversary year. Share your experiences of case teaching or writing, or tell us about your first impressions if you’re new to the case method.

You can also join our growing international community on LinkedIn, Facebook and Twitter, or enjoy the benefits of becoming one of our valued members.

Here’s to the next 40 years!