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Top 40 Bestselling Case Authors 2016/17

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No. 6 Bestselling Case Author 2016/17

Youngme MoonYoungme Moon
Donald K. David Professor of Business Administration and Senior Associate Dean for Faculty Strategy and Recruiting
Harvard Business School

Youngme's top bestselling cases

Cases Aqualisa Quartz: Simply a Better Shower
Harry Rawlinson is Managing Director of Aqualisa, a major UK manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. However, early sales have been disappointing and Rawlinson is now faced with some key decisions about the way forward.

Starbucks: Delivering Customer Service
Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer service expectations. The company is considering employing more staff to increase service speed. However, the impact of the plan (which would cost $40 million annually) on the company's bottom line is unclear.

Uber: Changing the Way the World Moves
Despite its remarkable early success, Uber is an extremely polarising company and its business model is highly disruptive. While disruptive innovation can be a positive thing, Uber's business model is outpacing many of the transport industry’s laws and it doesn't appear to be willing to wait for the regulatory system to catch up.

Meet Youngme

BiographyYoungme Moon is the Senior Associate Dean for Faculty Strategy and Recruiting at Harvard Business School; she is also the Donald K. David Professor of Business Administration. At HBS, Professor Moon has launched a number of strategic innovations, including the MBA FIELD curriculum and the HBX Learning Platform. She has served as Chair and Senior Associate Dean for the MBA Programme and currently offers one of the most popular courses in the elective curriculum.

She has received the HBS Student Association Faculty Award for teaching excellence on multiple occasions and is also the inaugural recipient of the Hellman Faculty Fellowship, awarded for distinction in research. Her ideas have been published in a variety of journals, including the Harvard Business Review, and she has published and sold more than a million cases on companies ranging from Starbucks to IKEA to Uber. 

Youngme serves on the Board of Directors of Unilever, Rakuten, and Avid Technology, and is a former member of the Board of Governors for the American Red Cross. She also sits on the board of several early-stage startups. ‚Äč

Key quote

“In my experience, case studies are meaningful to students because they so vividly simulate the messiness of real life – with all of its richness, ambiguity, and complexity. In some cases, the objective of a case is to acclimate students to this messiness, to demystify the complex, to get students to feel comfortable making decisions in the context of so much ambiguity. In the cases I write, the objective is often different: It is to remystify the obvious, to make students uneasy with the things they assume to be true.

The resulting dissonance can be uncomfortable for students, but I believe that students learn most when they are uncomfortable – not necessarily because the material is so difficult to digest, but because the experience can be so psychologically tumultuous to navigate. When their heads are spinning, when they are forced to let go of their paradigmatic centers of gravity and view the world from different angles – this is when overturned assumptions can render startling insights. This is when learning occurs.

~ Youngme Moon


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