Top 40 Bestselling Case Authors 2016/17

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No. 8 Bestselling Case Authors 2016/17

W. Chan Kim & Renée MauborgneW. Chan Kim & Renée Mauborgne
Professors of Strategy at INSEAD & Co-Directors of the INSEAD Blue Ocean Strategy Institute

Chan & Renée's top bestselling cases

Cases The Evolution of the Circus Industry (A)
This case discusses the evolution of the circus industry up until the emergence of Cirque du Soleil. It offers a detailed discussion about the structure of the industry to enable a rich analysis of the challenges it now confronts. Students discover that the industry had become a red ocean with limited profit and growth potential.

Even a Clown Can Do It: Cirque du Soleil Recreates Live Entertainment (B)
Cirque du Soleil very successfully entered a structurally unattractive circus industry. It was able to reinvent the industry and created a new market space by challenging the conventional assumptions about how to compete. It value innovated by shifting the buyer group from children (end-users of the traditional circus) to adults (purchasers of the traditional circus). Creating a Blue Ocean in the B2B Space
The case describes a series of blue ocean strategic moves made by in the CRM application market. In particular, the case addresses the concern of business executives over the applicability of blue ocean strategy in the B2B area.'s strategic moves provide an exemplary demonstration of how a company can effectively create and renew its blue ocean in the B2B field by value innovating its single business on the product, service and delivery platforms alternately.

Meet Chan and Renée

BiographyINSEAD Professors W. Chan Kim and Renée Mauborgne are Co-Directors of the INSEAD Blue Ocean Strategy Institute. They have been researching together for the past 30 years, decoding the requirements for strategic success and working with organisations, nations and individuals to create blue oceans of uncontested market space, and to do so systematically.

They are co-authors of Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth (Hachette, 2017). Blue Ocean Shift has been named a bestseller by The New York Times and USA Today. Their first book, Blue Ocean Strategy (2005) is recognized as one of the most iconic and impactful strategy books ever written. It has sold over four million copies and is published in a record-breaking 44 languages. It is a bestseller across five continents.

Chan and Renée are both Fellows of the World Economic Forum and have been consistently ranked in the top three in The Thinkers50 global ranking of management thinkers. They have received numerous academic and management awards around the globe. For more on these authors and their recent work, see

Key quote

“We are thrilled to be recognised as among the top ten bestselling case writers in the world. A warm thank you to The Case Centre for this prestigious recognition. 

“Our research on blue ocean strategy has brought to our attention exciting companies from around the world. It is with great pleasure that we and our outstanding team of Institute Executive Fellows and Researchers at the INSEAD Blue Ocean Strategy Institute have been able to explore some of these in thought-provoking cases, teaching notes, and firsthand original theory-based videos, which we invite everyone to check out.”

~ W. Chan Kim & Renée Mauborgne


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