The Case Centre’s bestselling authors 2015/2016

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Bestselling author 2015/16

Dominique TurpinDominique Turpin
IMD President and Nestlé Professor

The cases

Cases Reinventing Nespresso? The Challenges of a Market Leader Under Attack
In 2011, Nespresso achieved phenomenal success, but challenges had begun to emerge. The 1,700 patents protecting the Nespresso system were expiring and more and more copycat capsules compatible with Nespresso machines were becoming available. Nespresso was seeing declining growth and market share loss. Some tough choices had to be made.

Relaunching the Alpina Brand: High Precision Watches Since 1883The Pepsi Refresh Project: A Thirst for Change
Aletta and Peter Stas, founders of leading watch manufacturer Frederique Constant SA, had called a meeting with their board of advisors to discuss the re-launch of their company brand, Alpina. They strongly believed that Alpina had real potential for growth but were unsure about the viability of its new positioning and its marketing strategy.

Kimura KK: Can This Customer be Saved?
Pramtex, an Australian company established in 1985, was an emerging star player in optical disk production equipment. However the company was becoming increasingly vulnerable to competition. A major Japanese customer, Kimura KK, had decided against purchasing three machines from Pramtex – the second Japanese customer Pramtex had lost in a single week.

Meet Dominique

BiographyDominique Turpin  has been IMD President since July 2010 and is also the school’s Nestlé Professor. Dominique has directed customised programmes for companies such as Groupe SEB, Panasonic, and Japan Tobacco International. He has extensive teaching, consulting and research experience in the areas of marketing and international strategy both in Europe and in Asia, particularly in the area of brand management, customer orientation and communications strategy.

He has worked as a consultant and management educator with a large number of international companies including: Coca Cola, CPW, Danone, DSM, Jardine Matheson, Nestlé, Novo Nordisk, Philips and Uponor. His current research focuses on brand management, and he has been widely published in more than 100 books, articles and cases, including the Financial Times, European Business Forum and MIT Sloan Management Review.
Key quote

"I was introduced to the case method thanks to a number of leading colleagues at IMD (including Kamran Kashani and Peter Killing, among others) who are masters in case writing and teaching.

"Among many things, I have always been impressed by the impact that good cases can have on executives. Here’s just one example: recently, at Hong Kong Airport, I met an IMD alumnus who had studied at IMD some 20 years ago and who could still remember a case I had used in one of my marketing classes! I doubt that a lecture would have had the same impact.”

~ Dominique Turpin


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