Top 50 Bestselling Case Authors 2020/21: No. 26

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No. 26 - Urs Mueller

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Reference no. ESMT-410-0112-1

Anna Frisch has tried to initiate change at Aesch AG, a large global provider of medical devices for the health care industry. As marketing director, she has identified major shifts in German health care that demand that Aesch changes its ways of approaching customers. The short case study is set when Anna realizes the failure of her change initiative. The case discussion allows analysis and discussion of her various mistakes and is supported by a 6-minute video showing Anna reflecting on events.

Reference no. ESMT-714-0143-1

The case deals with the quest for boundaries of corporates' social and environmental responsibility. The publishing house Axel Springer AG serves as good example as the case poses the question where the responsibility of a company might start or end in a given context and what action it ought to take in this regard. It examines how much responsibility Axel Springer might have for its supply chain: how far and how deep down the supply chain does or should responsibility of a corporation reach? On what facts does this responsibility depend?

Reference no. ESMT-315-0165-1

This is part of a case series. In 2002 the management team of Deutsche Lufthansa AG was considering the upcoming threat from low-cost airlines in the context of an increasingly complex and competitive strategic environment. Finally, the decision was taken to respond to the innovation by opening their own low-cost carrier, Germanwings. This case covers Lufthansa's consideration of various options in response to the competitive challenges brought about by the emerging low-cost airlines such as easyJet and Ryanair.

Bestselling case author in...

26 - 2020/21 33 - 2019/20

"At a graduation event an Executive MBA student said to me: ‘You are evil: Your cases don’t have solutions and we couldn’t just google for what the organisations did in order to make smart comments in class.’ And if that is evil - I will take that as as the biggest possible compliment for my case writing."

~ Urs Mueller

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

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