The Case Centre’s bestselling authors

Kamran Kashani

Kamran Kashani
IMD

"A hot issue is one where a company’s performance, or the future of a business, or an individual’s career depends on how the issue is resolved. And it’s important to make cases short."

One secret of successful case writing has to be the art of telling a good story; this took me some years to learn. Another is to identify a hot issue around which a case can be developed. A hot issue is one where a company’s performance, or the future of a business, or an individual’s career depends on how the issue is resolved. I believe it’s also important to make cases short; a maximum of ten pages is ideal.

Favourite cases

Of the cases I have written, my two favourites are, Sony Europa, and Xiameter: The Past and Future of a ‘Disruptive Innovation'. Both show compelling real-world stories in the words of the actors: the real managers and executives.

Most admired

Two of the cases written by other authors that I most admire are, The Black & Decker Corporation (A): Power Tools Division by Robert J. Dolan, and easyJet: The Web’s Favourite Airline by Nirmalya Kumar and Brian Rogers.

View cases written by Kamran

 
About the author

Kamran Kashani is Professor of Marketing and Global Strategy at IMD, Switzerland. He teaches marketing, brand building, global strategy and international management. His special interests include industrial, business-to-business, and consumer marketing. He has worked as a consultant and management educator with a large number of international companies, including ABB, Avon, Ciba-Geigy, Citibank, Coopers & Lybrand, Electrolux, General Electric, Hewlett-Packard, Honeywell, Merck, Medtronic, Nestlé, Orkla, Philip Morris, Reuters, Richardson Vicks, Sandoz, Sulzer, Uponor, and Tetra Pak.

Kamran has written extensively on the subject of marketing and global strategy and his publications have been translated into more than a dozen languages around the world.

In addition to his teaching responsibilities at IMD, Kamran is currently researching the topics of marketing innovation and brand building in a cross-national business. Over the past 30 years, Kamran has researched and written more than 50 case studies and has won four case writing awards from The Case Centre and two from EFMD. Kamran also won The Case Centre’s Outstanding Contribution to the Case Method Award in 2011, and with Aimée DuBrule was the overall winner in the 2014 awards with Value Selling at SKF Service (A): Tough Buyer Confronts Strategy. Kamran has been presenting case writing and teaching workshops for The Case Centre since 2000.  

e kashani@imd.ch

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