To celebrate our 50th anniversary, we've revealed our top 50 bestselling cases worldwide from 1973-2023. The Case Centre distributes over 73,300 cases so a place in the Top 50 is an incredible achievement.
Highlights
The International Institute for Management Development (IMD) lands in top spot with their case, easyJet: The Web’s Favourite Airline, written by Nirmalya Kumar and Brian Rogers. easyJet is one of three cases in the list by Nirmalya Kumar, and IMD's outstanding performance continues with a further seven cases in the Top 50.
Harvard Business School (HBS) secures its position as the most successful institution, with an impressive 22 cases in the Top 50. HBS also have the most successful author with Christopher A Bartlett who has an exceptional six cases in the list.
INSEAD's Pierre Chandon and Pedro Pacheco Guimaraes are second place in the Top 50 with their case, Unilever in Brazil (1997-2007): Marketing Strategies for Low-income Consumers. INSEAD has a total of 14 cases in the list, and represents a remarkable 60% of the top 10.
Other schools with cases in the Top 50 include HEC Paris; London Business School; McDonough School of Business, Georgetown University; Universidad de Sevilla; University of Bath School of Management; University of California at Los Angeles; University of Virginia Darden School of Business; and Warwick Business School.
Case themes
42% of cases in the Top 50 are in the area of Strategy and General Management. Marketing follows closely behind at 26%, while Production and Operations Management accounts for 14%. The categories of Case Method and Specialist Management Disciplines; Entrepreneurship; Finance, Accounting and Control; and Human Resource Management / Organisational Behaviour are also represented.
Among the industries featured in the list, food and beverages and the automotive industry lead the way with six cases on each, closely followed by the airline industry, and fashion apparel, both with five cases. Zara emerges as the most popular company, making an appearance in four of the Top 50 cases.
The majority of cases (74%) are based on field research, underlining the significance of case writing in bringing the real-world experience of companies and their key players into business education classrooms across the globe.
