Top 50 Bestselling Case Authors 2021/22

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No. 41 - Dominique Turpin

Dominique Turpin
Emertius Professor
International Institute for Management Development (IMD)

Dominique Turpin is a marketing expert and Japan specialist. He was IMD's Dentsu Chaired Professor of Marketing and the Dean of External Relations until 2022 and served as IMD President and Nestlé Professor from 2010 to 2016.

Since September, Dominique has also been President of the China Europe International Business School (CEIBS) in China, Switzerland and Ghana.

Dominique has extensive teaching, consulting, and research experience in the fields of marketing and international strategy in Europe, Latin America, and Asia, particularly in the areas of brand management, customer orientation, and communications strategy.

Dominique remains active in the writing of case studies, and is working on two books – one with Goutam Challagalla on digital transformation in marketing, and another containing the many quotations from business leaders that he has gathered over his long career.

He continues to teach on IMD's flagship Orchestrating Winning Performance program and was previously Director of the school's MBA program and its Program for Executive Development Diploma (PED).

Dominique won the Marketing category at The Case Centre Awards and Competitions in 2008 with his case, Philip Morris KK.

Dominique's top bestselling cases

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

Reinventing Nespresso? The Challenges of a Market Leader Under Attack

Reference no. IMD-5-0790

In 2011, Nespresso achieved phenomenal success with revenues of CHF 3.5 billion. But in the meanwhile challenges started to appear. The 1,700 patents protecting Nespresso system were expiring and more and more copycat capsules compatible with Nespresso machines were emerging. Nespresso was seeing declining growth rate and market share loss. The case describes the new competition Nespresso faced, Nespresso's first reactions, and the tough choices it had to make in order to sustain its success.

Jollibee: Bringing Filipino Fast Food to the World

Reference no. IMD-7-2207

The case deals with the international expansion of Jollibee across Asia, USA and Europe along various dimensions (in particular its brands portfolio).

Doosan Infracore International: Portable Power Brand Transformation (B)

Reference no. IMD-5-0763

This is part of a case series. As Stefan Brosick, Director of Global Product Strategy wondered whether Doosan would benefit from an immediate re-branding, or if other branding strategies might be more effective, regional issues began to emerge. The challenge of selecting the optimal strategy (keep the IR brand, co-brand, extended retention, immediate re-brand) was compounded by international product and channel differences.

View all Dominique's cases

Bestselling case author in...

41 - 2021/22 38 - 2019/20 39 - 2018/19 33 - 2015/16

"I was introduced to the case method thanks to a number of leading colleagues at IMD (including Kamran Kashani and Peter Killing, among others) who are masters in case writing and teaching.

"Among many things, I have always been impressed by the impact that good cases can have on executives. Here’s just one example: once, at Hong Kong Airport, I met an IMD alumnus who had studied at IMD some 20 years ago and who could still remember a case I had used in one of my marketing classes! I doubt that a lecture would have had the same impact.”

~ Dominique Turpin