The Case Centre’s bestselling authors 2015/2016

Nader Tavassoli
Professor of Marketing
London Business School

Nespresso: What Next?
In 2011 Nespresso, the premium single-serve coffee brand of the multinational Swiss company Nestlé, found itself at a crossroads. Between 2006 and 2010 it had nearly tripled sales to well over CHF3 billion. But despite its meteoric growth in recent years, competitors were trying to challenge Nespresso’s dominance of the premium single-serve coffee market.

Red Bull: The Anti-Brand Brand
Red Bull needed to determine whether it was outgrowing its anti-establishment status. As a mature brand, it had to assess whether the time had come to move to a more traditional marketing approach. But this raised a critical question: would this move toward a more mainstream approach fundamentally destroy Red Bull's anti-brand mystique?

Brand Consolidation: Repositioning Unilever’s European Ice Cream Business
While it was the largest ice cream maker in the world, Unilever faced a decline in market share, sales volumes, and relevance among consumers. A task force team had to decide on a brand strategy that would reconnect with customers, ignite growth and solidify the company's leadership of the industry.

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