The Case Centre’s bestselling authors 2015/2016

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Bestselling author 2015/16

Kamran KashaniKamran Kashani
Emeritus Professor of Marketing and Global Strategy

The cases

Cases Xiameter: The Past and Future of a ‘Disruptive Innovation’
This case covers important B2B marketing issues and explores a tipping point in Dow Corning's history and strategy: management had to chart radically new ways to compete in commoditised markets. Students must choose between maintaining the status quo; incrementally fine-tuning the strategy; or going for a major overhaul.

Value Selling at SKF Service (A): Tough Buyer Confronts Strategy
This the first of a three-case series. Steelcorp is asking suppliers of bearings, including SKF, to submit to online reverse auction where the lowest unit price is likely to win high-value orders. Students must decide whether to participate in the auction or refuse and risk losing large orders during poor market conditions.

Innovation and Renovation: The Nespresso Story
This case traces the development of the Nespresso System in a 100%-owned affiliate deliberately placed outside of Nestle's main organisational structure. A radical departure from most Nestle lines of business targeted to the mass market, the Nespresso story offers provocative lessons about innovation in large and highly structured organisations.

Meet Kamran


Kamran Kashani is Emeritus professor of Marketing and Global Strategy at IMD. He teaches topics in marketing, market-based strategy, brand building and international management. His special interests span the industrial, business-to-business, and consumer sectors. He has held several academic and management positions at IMD including directorship of the institute’s prestigious MBA programme.

Kamran has worked as a consultant and management educator with a large number of international companies including: ABB, Assa Abloy, Avon, Novartis, Carrefour, Citibank, Electrolux, General Electric, Hewlett-Packard, Honeywell, IBM, Medtronic, Merck, Metso, Nestlé, Orkla, Reuters, Tetra Pak, Unilever, Uponor.

He has written extensively on the subjects of marketing, global strategy, and innovation.  His publications, including several books, have been translated into more than a dozen languages around the world. Kamran is the winner of several awards for best paper, case writing and practitioner oriented case method.
Key quote

“I am often asked by the faculty here at my Institute, IMD, and other business schools where I hold workshops ‘What is the magic formula for writing a good case?’.  My response to the question is the following: There is NO magic formula for writing a good case, and if there were one it would be a pretty simple one.

“In my experience, the ingredients (not a formula!) for a good case are twofold:  first, an important management problem or dilemma that gives a focus to the case and challenges the student reader to find a resolution for it (These are what I call ‘life-or-death’ issues that truly matter in the real world and for which there no easy solutions); and second, a well-written short story around the management problem or dilemma that engages the student reader from the first paragraph to the last; almost like a good crime novel that keeps readers so engulfed they just can’t put the book down. In my experience both ingredients are essential.”

~ Kamran Kashani


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