Top 50 Bestselling Case Authors 2021/22: No. 36

LinkedIn is the world's largest professional social network on the internet with more than 400 million members in over 200 countries. By recently acquiring online education company, Lynda.com, for USD1.5 billion, LinkedIn has made the largest acquisition of its history and the fourth-largest deal ever in social media, allowing the company to enter the educational technology market overnight. Is LinkedIn really aiming to become a serious player in the education domain? Or is this acquisition another sign of an incipient internet bubble in Silicon Valley?

This case is about global marketing, brand equity, overall business strategy and supply management. The case outlines the bold and polarizing strategic choices made by The Macallan management between 2009 and 2017 and offers an opportunity to debate and discuss the next best strategic move for The Macallan brand. 

The case describes how Bossard Group, a Swiss family company, originally active in reselling of fastening products, achieved an effective digital transformation through a successful step-by-step evolution of its business model, acquiring valuable knowledge about its clients' behaviors and needs and implementing new technologies.