The Case Centre’s top 40 bestselling cases

1st place - easyJet
The case
Case: easyJet: The Web’s Favourite Airline easyJet
Authors: Nirmalya Kumar and Brian Rogers
Institution: IMD
Ref: IMD-3-0873
Date published: 2000
Stelios Haji-Ioannou, the Chief Executive Officer and founder of easyJet airlines, achieved profitability for the first time in 1999, almost four years after launching his London-based low-cost carrier. The concept behind easyJet was to offer a ‘low-cost airline service to the masses'. By 2000, Stelios was anxious to try his hand at launching other businesses and created easyEverything, with the belief that he could make a profit by encouraging customers to surf the Internet, send email and shop online. Would he succeed? easyJet is the first case in a series that includes easyEverything: The Internet Shop and
The authors

Nirmalya Kumar works for Tata where he is responsible for strategy at group level. He is also Professor of Marketing and Co-Director of the Aditya Birla India Centre at London Business School. He is one of the world’s leading thinkers on strategy and marketing and has taught at Harvard Business School, IMD, and Kellogg School of Management.

Brian Rogers is Senior Business Development Manager at Swiss Re Centre for Global Dialogue. He co-authored many cases in his previous role as Research Associate at IMD. 


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