The Case Centre’s bestselling authors 2015/2016

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Bestselling author 2015/16

Nirmalya KumarNirmalya Kumar
Visiting Professor of Marketing
London Business School
Distinguished Fellow 
Emerging Markets Institute, INSEAD, Singapore

The cases

Cases 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?

Zara: Responsive, High Speed, Affordable Fashion
With sales of 3.8 billion euros in 2004, Zara had become Spain's best-known fashion brand, offering a fast turnover of catwalk designs at reasonable costs to young city-dwellers. With plans to double the number of stores by 2009, how could Zara’s business model be scaled up without losing its speed advantage?

Medi-Cult: Pricing a Radical Innovation
This case highlights the various issues involved in launching a product that helps women to become pregnant without unpleasant hormone stimulation or dangerous side-effects. Medi-Cult, a small biotechnology company, must deal with regulatory constraints, larger competitors, marketing strategies, pricing decisions, and ethical issues.

Meet Nirmalya

BiographyNirmalya Kumar is a Visiting Professor of Marketing at London Business School and a Distinguished Fellow at INSEAD's Emerging Markets Institute, Singapore. He was previously Professor of Marketing and Director of Aditya Birla India Centre at the London Business School. He has also taught at Harvard Business School, IMD (Switzerland) and Northwestern University (Kellogg School of Management).

Nirmalya has worked with more than 50 Fortune 500 companies in 60 different countries. He has served on several boards of directors, including ACC, Bata India and UltraTech Cement.

Nirmalya has written a number of books and published several articles in Harvard Business Review and other leading academic journals. He is one of the world’s leading thinkers on strategy and marketing and was included in Thinkers50 (the biannual listing of the top 50 management thinkers in the world). He is also included in the 50 Best Business School Professors (Poets & Quants) and 50 Most Influential Business School Professors (
Key quote

“In writing a case, I take the instructor and student perspectives and ask how this case will lead to a transformation of beliefs on the part of the students. An exciting company or dilemma is of primary importance. It should be easy to consume for the reader, so no complicated words, repetition, or superfluous materials. The case should have simple exhibits.

“Finally, there should be a good teaching note as faculty hate to adopt a case without one. I’m not sure how many cases I’ve sold in total, but each one is a learning moment that I’ve helped to create. That is the payback.”

~ Nirmalya Kumar


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