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The Case Centre Award winners

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Marketing category

The winners of this category are the Marketing cases that were used in the largest number of organisations across the globe in the preceding calendar year.

Marketing

The Marketing category award has been presented since the awards began in 1991.

Find out more about the awards

About the awards and competitions

The Case Centre Awards and Competitions recognise worldwide excellence in case writing and teaching, and are considered the case community's annual 'Oscars'.

Awards

Our awards have been presented since 1991. We recognise those cases that have been used in the largest number of organisations across the globe in the past year. Cases that have been added to our collection in the past five years are eligible.

Competitions

Take part in our competitions and compete with the best case teachers and writers in the world.

Find out more

The winners

Click on a case title to view further details and, where available, an educator preview copy.

2023

Lemonade: Delighting Insurance Customers with AI and Behavioural Economics: A Disruptive InsurTech Business Model for Outstanding Customer Experience and Cost-effective Service Excellence

Laura Heely, Wolfgang Ulaga and Ziv Carmon
INSEAD

Reference no. 520-0079-1

2022

waterdrop (R): Changing the Paradigms of the Beverage Industry with Limited Resources and Digital Marketing

Joerg Niessing and Anne-Marie Carrick
INSEAD
Carla Baumer
waterdrop®

Reference no. 519-0098-1

2021

TomTom: Mapping the Course from B2C to B2B

Steven Sweldens, Stefano Puntoni, Niela Kleinsmith and Tao Yue
Rotterdam School of Management, Erasmus University
Matthieu Campion
TomTom Automotive

Reference no. 519-0037-1

2020

Predicting Consumer Tastes with Big Data at Gap

Ayelet Israeli and Jill Avery
Harvard Business School

Reference no. 9-517-115

2019

Château Margaux: Launching the Third Wine

Elie Ofek and Eric E Vogt
Harvard Business School

Reference no. 9-513-107

2018

AccorHotels and the Digital Transformation: Enriching Experiences Through Content Strategies Along the Customer Journey

David Dubois, Inyoung Chae, Joerg Niessing and Jean Wee
INSEAD

Reference no. 516-0167-1

2017

Ombre, Tie-dye, Splat Hair: Trends or Fads?: 'Pull' and 'Push' Social Media Strategies at L'Oréal Paris

David Dubois and Katrina Bens
INSEAD

Reference no. 514-063-1

2016

The New York Times Paywall

Vineet Kumar, Bharat Anand, Sunil Gupta and Felix Oberholzer-Gee
Harvard Business School

Reference no. 9-512-077

2015

Michelin Fleet Solutions: From Selling Tires to Selling Kilometers

Chloé Renault, Frédéric Dalsace and Wolfgang Ulaga
HEC Paris

Reference no. 510-103-1

2014

HubSpot: Inbound Marketing and Web 2.0

Thomas Steenburgh, Jill Avery and Naseem Dahod
Harvard Business School

Reference no. 9-509-049

2013

Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States

Andrew T Stephen
INSEAD

Reference no. 510-015-1

2012

Dove: Evolution of a Brand

John Deighton
Harvard Business School

Reference no. 9-508-047

2011

Xiameter: The past and Future of a 'Disruptive Innovation'

Kamran Kashani and Inna Francis
IMD

Reference no. IMD-5-0702

2010

Ford Ka: The Market Research Problem (A)

Markus Christen and David Soberman
INSEAD
Seh-Woong Chung
Singapore Management University

Reference no. 503-082-1

2009

Red Bull: The Anti-Brand Brand

Nirmalya Kumar, Nader Tavassoli and Sophie Linguri Coughlan
London Business School 

Reference no. 505-098-1

2008

Philip Morris KK

Dominique Turpin
IMD

Reference no. IMD-5-0358

2007

Unilever in Brazil (1997-2007): Marketing Strategies for Low-income Consumers

Pierre Chandon and Pedro Pacheco Guimaraes
INSEAD

Reference no. 504-009-1

2006

Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry

Pierre Chandon and Vadim Grigorian
INSEAD

Reference no. 504-007-1

2005

Medi-Cult: Pricing a Radical Innovation

Nirmalya Kumar and Brian Rogers
IMD

Reference no. IMD-5-0537

2004

Ford Motor Company: Using Web-strategies to Drive Customer Relationship Management

Sandra Vandermerwe and Marika Taishoff
Tanaka Business School, Imperial College London

Reference no. 500-029-1

2003

Designing www.LEGO.com/Shop: Business Issues and Concerns

Jan Damsgaard and Jens Horluck
Aarhus University

Reference no. 500-006-1

2002

Baxter (A): A Changing Customer Environment

Sandra Vandermerwe and Marika Taishoff
Imperial College Management School

Reference no. 597-039-1

2001

Make Yourself Heard: Ericsson's Global Brand Campaign

Kamran Kashani
IMD

Reference no. IMD-5-0530

2000

Amazon.com: Marketing a New Electronic Go-between Service Provider

Sandra Vandermerwe and Marika Taishoff
Imperial College Management School

Reference no. 598-069-1

1999

United Colors of Benetton

Christian Pinson and Vikas Tibrewala
INSEAD-CEDEP

Reference no. 597-008-1

1998

Haagen-Dazs Ice Cream (A): The Making of a Global Brand

Erich A Joachimsthaler and P Taugbol
IESE Business School

Reference no. M-0967-E

1997

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

Sandra Vandermerwe and Marika Taishoff
IMD

Reference no. IMD-5-0383

1996 - winner

Hewlett-Packard: Distributing Services Through Multi-channels (A)

Sandra Vandermerwe
IMD

Reference no. IMD-5-0438

1996 - runner up

Hewlett-Packard: Distributing Services Through Multi-channels (A)

Sandra Vandermerwe
IMD

Reference no. IMD-5-0438

1995 - winner

Singapore Airlines: Using Technology for Service Excellence

Sandra Vandermerwe and Christopher H Lovelock
IMD

Reference no. IMD-5-0408

1995 - joint runner up

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

Sandra Vandermerwe and Marika Taishoff
IMD

Reference no. IMD-5-0383

1995 - joint runner up

Nokia Data

Kamran Kashani
IMD

Reference no. 591-009-1

1994 - winner

Zantac (A)

Reinhard Angelmar and Christian Pinson
INSEAD

Reference no. 592-045-1

1994 - runner up

Singapore Airlines: Using Technology for Service Excellence

Sandra Vandermerwe and Christopher H Lovelock
IMD

Reference no. IMD-5-0408

1993 - winner

Alto Chemicals Europe (AR)

Kamran Kashani
IMD

Reference no. IMD-5-0484

1993 - runner up

Club-Med Japan

Hellmut Schutte
INSEAD

Reference no. 590-030-1

1992 - winner

Colgate-Palmolive: Cleopatra

Sandra Vandermerwe
IMD

Reference no. IMD-5-0373

1992 - runner up

JW Thornton Ltd

Peter Doyle
University of Bradford

Reference no. 583-037-1

1991 - winner

Dunhill Holdings Plc

Jon White
Cranfield University

Reference no. 588-002-1

1991 - runner up

Fidji

Christian Pinson
INSEAD

Reference no. 589-006-1