Top 50 Bestselling Case Authors 2020/21: No. 8

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No. 8 - Wolfgang Ulaga

Wolfgang's top bestselling cases

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

Reference no. 510-103-1

Michelin, a worldwide leader in the tyre industry, launched in 2000 a comprehensive tyre-management solution offer for large European transportation companies, called Michelin Fleet Solutions (MFS). With this new business model, the company ventured into selling kilometers - instead of selling tyres. This decision moves the strongly product-driven firm into the new world of services and solutions. After 3 years, however, expansion is far below expectations and profitability is terrible. The case presents the decision point in 2003, whereby MFS's future has to be decided. 

Reference no. 517-0100-1

Case (A) discusses how consumer-packaged goods giant Procter & Gamble disrupts the US dry cleaning industry with Tide Dry Cleaners, an innovative franchising concept built around Tide, P&G’s iconic billion-dollar brand.

Reference no. IMD-5-0788

Chateauform, a European provider of venues for company meetings, training events and workshops, was founded in 1996 by Jacques Horovitz, a marketing professor and international consultant. After observing how poorly hotels and event organizers catered to the needs of corporate customers, Jacques saw the opportunity to differentiate by designing and delivering all the elements that would elevate an average, good-enough event into a unique and memorable experience. This is the A case of a two-part case series.

Bestselling case author in...

8 - 2020/2110 - 2019-2015 - 2018/19 31 - 2017/18 27 - 2016/17 36 - 2015/16

“I find cases to be one of the most efficient and effective ways of deeply engaging with an audience, leading a rich discussion, and facilitating meaningful learning about concepts and frameworks.

"At the same time, I have come to understand that cases represent a powerful way for a researcher to embed oneself in a specific research domain, deeply engage with key decision-makers and gain meaningful novel insights about relevant research questions (and answers) by exchanging with executives first-hand in the case writing process.”

~ Wolfgang Ulaga

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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.

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