Top 50 Bestselling Case Authors 2020/21: No. 14

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No. 14 - Youngme Moon

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Reference no. 9-316-101

Despite its remarkable early success, Uber is an extremely polarising company and its business model is highly disruptive. While disruptive innovation can be a positive thing, Uber's business model is outpacing many of the transport industry’s laws and it doesn't appear to be willing to wait for the regulatory system to catch up.

Reference no. 9-502-030

Harry Rawlinson is Managing Director of Aqualisa, a major UK manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. However, early sales have been disappointing and Rawlinson is now faced with some key decisions about the way forward.

Reference no. 9-504-016

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer service expectations. The company is considering employing more staff to increase service speed. However, the impact of the plan (which would cost $40 million annually) on the company's bottom line is unclear.

Bestselling case author in...

14 - 2020/21 12 - 2019/20 12 - 2018/19 11 - 2017/18 6 - 2016/17 8 - 2015/16

“In my experience, case studies are meaningful to students because they so vividly simulate the messiness of real life – with all of its richness, ambiguity, and complexity. In some cases, the objective of a case is to acclimate students to this messiness, to demystify the complex, to get students to feel comfortable making decisions in the context of so much ambiguity. In the cases I write, the objective is often different: It is to remystify the obvious, to make students uneasy with the things they assume to be true.

The resulting dissonance can be uncomfortable for students, but I believe that students learn most when they are uncomfortable – not necessarily because the material is so difficult to digest, but because the experience can be so psychologically tumultuous to navigate. When their heads are spinning, when they are forced to let go of their paradigmatic centers of gravity and view the world from different angles – this is when overturned assumptions can render startling insights. This is when learning occurs.

~ Youngme Moon

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Intensive, practical and hands-on, our case training is ideal for teachers, writers and students.

Enjoy a safe, enjoyable learning experience, plus the chance to network with colleagues.

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