Top 50 Bestselling Case Authors 2022/23: No.5

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No. 5 - Wolfgang Ulaga

Wolfgang Ulaga
Professor of Management Practice (Marketing)
INSEAD

Wolfgang Ulaga is a professor and Co-Director at INSEAD’s Marketing & Sales Excellence Initiative (MSEI). Wolfgang works with business-to-business firms, managers, and students on improving their competencies and skills in B2B marketing and sales. He designs and leads executive education programmes and workshops, and teaches MBA and Executive MBA classes on B2B marketing, strategy and service excellence.

His most recent work focuses on translating data and analytics into innovative digital services and subscription-based recurring revenue models that differentiate companies from competition through outstanding digital customer experiences in FMCG markets, professional services, and industrial goods industries.

He is a frequent keynote speaker and facilitates workshops on how manufacturers can sell services more profitably and become service and solution providers in industrial markets. He has won several teaching awards including the Dean’s Commendation for Excellence in Teaching at INSEAD, HEC Paris’ Best Teacher of the Year Award and, most recently, the Brandon Hall Group HCM Excellence Award (Bronze). He is also a prolific journal and case study author and, with his co-authors, won a trio of awards with The Case Centre. He won the Marketing category award in 2015 with Michelin Fleet Solutions: From Selling Tires to Selling Kilometers and in 2023 with Lemonade: Delighting Insurance Customers with AI and Behavioural Economics: A Disruptive InsurTech Business Model for Outstanding Customer Experience and Cost-effective Service Excellence. Wolfgang also won the Hot Topic competition in 2016 with GE Healthcare India (A), (B) and (C).

Wolfgang's top bestselling cases

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

Michelin Fleet Solutions: From Selling Tires to Selling Kilometers

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.

Procter & Gamble’s Tide Dry Cleaners (A): Leveraging the Brand to Provide a 'Wow' Experience

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.

Châteauform the Home of Seminars (A): Creating an Outstanding Customer Experience - From Good to Great

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.

View all Wolfgang's cases

Bestselling case author in...

5th - 2022/23 6 - 2021/22 8 - 2020/21 10 - 2019-20 15 - 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