Thursday 11 May 2023 INSEAD, Fontainebleau Campus, France
The Case Centre visited INSEAD’s Europe Campus in Fontainebleau on Thursday 11 May to present the Marketing category award.
Antoinette Mills and Kate Cook joined INSEAD faculty and staff at a celebratory lunch to present Marketing category winners Wolfgang Ulaga and Ziv Carmon with their trophies.
Wolfgang, Ziv and co-author Laura Heely won the award for their case Lemonade: Delighting Insurance Customers with AI and Behavioural Economics: A Disruptive InsurTech Business Model for Outstanding Customer Experience and Cost-effective Service Excellence. The case explores InsurTech start-up Lemonade's disruptive new business model aimed at creating and delivering a 'shockingly great user experience' around a 'lovable brand' - in an industry plagued by low customer satisfaction.
On presenting the awards, Antoinette said: "Since The Case Centre Awards began in 1991 INSEAD has been extraordinarily successful, and this celebration marks your 98th award. We very much hope to be back next year to celebrate your 100th.
"The case that we’re here to recognise today has won the Marketing category, the tenth time INSEAD has won the category, and a record in the history of this particular award. The warm words from instructors who have used the case are a resounding endorsement of the quality of the case, and its impact in classrooms around the world."
Hear from the winners
Wolfgang and Ziv share insights into what winning the award means to them, why they think their award-winning case is popular, and their top case writing tips.
Wolfgang Ulaga, Professor of Management Practice and Co-Director, INSEAD Marketing & Sales Excellence Initiative (MSEI).
Ziv Carmon, The Alfred H. Heineken Chaired Professor of Marketing.
