Top 40 Bestselling Case Authors 2016/17

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No. 10 Bestselling Case Author 2016/17

Pierre ChandonPierre Chandon
The L'Oréal Chaired Professor of Marketing - Innovation and Creativity

Pierre's top bestselling cases

Cases Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers
Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Should it divert money from its premium brands to target low-income consumers? Can Unilever reposition or extend an existing brand to avoid launching a new one? And how can it avoid cannibalising its own premium brands too heavily?

Renova Toilet Paper: Avant-Garde Marketing in a Commoditized Category
Renova, a Portuguese toilet paper manufacturer, is battling to survive in a stagnant, commoditised market dominated by international giants and private labels. To grow and remain independent, CEO Paulo Pereira da Silva is considering three options: 1) private label manufacturing, 2) new functional innovations, or 3) launching a black toilet paper. Which should it be?

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai
Mushrooms or supermodels? This is probably a question that could only be asked in China when faced with the task of turning around the troubled L’Oréal brand, Yue Sai. L’Oréal had planned a new campaign featuring Chinese supermodel Du Juan. The case tracks the outcome of this strategy and how success was finally achieved.

Meet Pierre

BiographyPierre is the L’Oréal Chaired Professor of Marketing, Innovation and Creativity at INSEAD, France, and Director of the INSEAD Sorbonne University Behavioural Lab. Pierre is an award-winning case writer - he won the Outstanding Contribution to the Case Method Award in 2016 - researcher and teacher and was the inspiration behind INSEAD’s innovative case websites, designed to offer a wide range of additional materials and inspiration to case teachers worldwide.

His primary research interests focus on the effects of marketing strategies and emotions on food perception and choice. His research has been covered by, among others, The New York TimesThe EconomistThe Financial TimesThe Wall Street JournalUSA Today, NPR, Cosmopolitan, and the Rush Limbaugh show.

At INSEAD, Pierre teaches brand management in the MBA, EMBA, and executive education programmes. He has been nominated multiple times for the Best Teacher award and has received the Dean’s Commendation for Excellence in teaching every year since its inception.

Key quote

“Here are the three things that I say when people ask me why I love case writing (and sometimes even when they don’t ask!): 

  • Writing a case builds your personal brand as a teacher. It earns you the respect of your students and of your peers. 
  • Case writing helps your school. It enhances its reputation, internally and externally. 
  • Case writing is how you can reach and impact the highest number of people through your job. Someone actually emailed me once to say, ‘If there is one achievement you should be judged for in the afterlife, it has to be the Unilever in Brazil case (see left)’.
“I elaborate on these thoughts in this video, recorded after I received the Outstanding Contribution to the Case Method Award.”

~ Pierre Chandon


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