Top 50 Bestselling Case Authors 2020/21: No. 22

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No. 22 - Pierre Chandon

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Reference no. 504-009-1

Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Should it divert money from its premium brands to target low-income consumers? Can Unilever reposition or extend an existing brand to avoid launching a new one? And how can it avoid cannibalising its own premium brands too heavily?

Reference no. 510-077-1

Renova, a Portuguese toilet paper manufacturer, is battling to survive in a stagnant, commoditised market dominated by international giants and private labels. To grow and remain independent, CEO Paulo Pereira da Silva is considering three options: 1) private label manufacturing, 2) new functional innovations, or 3) launching a black toilet paper. Which should it be? 

Reference no. 518-0053-1

Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work. Could Daniel Schwartz, Burger King's young CEO and his team make the brand cool again, on a tight budget? 

Bestselling case author in...

22 - 2020/21 8 - 2019-20 10 - 2018/19 18 - 2017/18 10 - 2016/17 6 - 2015/16

“Here are the three things that I say when people ask me why I love case writing (and sometimes even when they don’t ask!): 

  • Writing a case builds your personal brand as a teacher. It earns you the respect of your students and of your peers. 
  • Case writing helps your school. It enhances its reputation, internally and externally. 
  • Case writing is how you can reach and impact the highest number of people through your job. Someone actually emailed me once to say, ‘If there is one achievement you should be judged for in the afterlife, it has to be the Unilever in Brazil case (see left)’.

“I elaborate on these thoughts in this video, recorded after I received the Outstanding Contribution to the Case Method Award.”

~ Pierre Chandon

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Case method training

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.