Top 40 Bestselling Case Authors 2016/17

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No. 37 Bestselling Case Author 2016/17

Ashok SomAshok Som
Professor and Chair of Management Department
ESSEC Business School

Ashok's top bestselling cases

Cases Bottega Veneta: ‘Stealth’ Luxury
Founded in 1966, Bottega Veneta is an Italian Luxury brand that produces leather goods. The brand faced a major dilemma at the start of the 21st century, how to retain its heritage while growing and making a profit, the owners’ – Gucci Group – main goal.

Coach: To Be or Not To Be Luxury
A prize winner in 2014, the case looks at leading American leather goods company, Coach Inc. Coach has recorded a profit of $700 million in the last 10 years, and the case discusses Coach’s position within the new luxury landscape and its future evolution.

AF-KLM: Ruling the Skies
Two airline powerhouses, Air France and KLM, decided to merge in an effort to broaden their presence across borders and oceans, something that was becoming increasingly difficult amid growing competition. How did this unprecedented move change the airline industry?

View all Ashok's cases

Meet Ashok

BiographyAshok is a Professor and Chair of Management Department at ESSEC Business School in France.

Passionate about case based research and teaching, Ashok won the EFMD Case Writing Competition 2008 in the Indian Management category, and The Case Centre’s Entrepreneurship Award 2014.

Teaching across the world, Ashok has been included from 2008 onwards in the Who’s Who of the World, a gold standard for biographical information, trusted by academic and public libraries. In 2013, Ashok was nominated as one of the 2000 Outstanding Intellectuals of the 21st century.

Ashok’s current research interests lie in the role of global strategy in building brands that transcend geographies, with his expertise in organisational design and people practices helping him design the context required to create brands that can sustain itself in developed, emerging and frontier markets.

Ashok has also authored and co-authored a number of books on designing organisations and global strategy, including The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management, which was published by Wiley in March 2015, and translated into Mandarin in 2016.

Key quote

"It feels lovely to be in this list of distinguished scholars whose cases I have taught, and still teach, over the years.

"I started writing cases due to three very selfish reasons.

"First, I wanted to be free in the classroom situation and discuss what I did myself. Second, when I started teaching in France, I wanted to speak about French companies to my international students, and there were hardly any cases those days of French companies in English, though about 40 of these companies were leaders in their respective industry. Finally, I am passionate and find it rewarding to debate and discuss management issues, nowadays, in collaboration with my students who see the value in their ideas taking shape in engaging teaching material".

~ Ashok Som


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