Top 50 Bestselling Case Authors 2020/21: No. 3

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No. 3 - Syeda Maseeha Qumer

Syeda Maseeha Qumer
Assistant Professor
ICFAI Business School (IBS)

Syeda Maseeha Qumer is an Assistant Professor at ICFAI Business School (IBS), specialising in Business Strategy, with her research interests being in Consumer Behaviour, Corporate Responsibility and Ethics, and Technology and Innovation.

Syeda has authored a wealth of case studies, winning a number of global awards in the process. Many of her case studies have been published in global editions of management textbooks and journals.

Syeda has claimed two prizes at The Case Centre Awards, winning the Knowledge, Information and Communication Systems Management category in 2021 and the Outstanding Case Writer Competition in 2018.

Syeda's top bestselling cases

Browse Syeda's top three bestselling cases during the last year.

'Game of Thrones' TV Series: HBO's Integrated Marketing Strategy

Reference no. 517-0206-1

This case is about the integrated marketing strategy adopted by HBO for its hit TV drama series Game of Thrones (GoT), which went on to develop a cult-like following. In order to promote the show, HBO developed a multichannel marketing plan which focused on finding innovative ways to keep its consumers engaged at each step of the experience, from generating awareness before the show launched, to maintaining high levels of engagement, and finally, cultivating consumers.

'Enrich Not Exploit': Can New CSR Strategy Help Body Shop Regain Glory?

Reference no. 717-0073-1

This case looks at some key challenges before Jeremy Schwartz, CEO of The Body Shop International Plc, and its International Director of Corporate Responsibility and Campaigns, Christopher Davis, as they try to re-establish the company as a leader in ethical retail and maintain its distinct image amid tough competition and boost sales.

Conflict Palm Oil and PepsiCo’s Ethical Dilemma

Reference no. 716-0019-1

This case explores the impact of Conflict Palm Oil on the environment and how it is tied to deforestation, human rights violations, and climate pollution, adding to global warming emissions and reducing habitat for many already threatened species. PepsiCo has been targeted by a broad number of environmental groups for its continued use of large quantities of Conflict Palm Oil in its snack foods.

View all Syeda's cases

Bestselling case author in...

3 - 2020/21

“It is indeed an honour for me to feature on this prestigious list. I am very happy to learn that my cases are being widely taught in business schools across the world. A heartfelt thank you to The Case Centre for this global recognition.

“Case based learning is unmatched in its ability to engage students and teach essential concepts that are relevant to practicing managers. Innovation in the case method is essential to enliven any classroom and to obtain better learning outcomes. I have always endeavoured to develop diverse cases on contemporary issues that offer students an opportunity to explore complex real-world management challenges in the classroom, allowing them to assess their decision-making skills before taking the plunge into the corporate world.”

~ Syeda Maseeha Qumer