Top 40 Bestselling Case Authors 2017/18

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No. 17 Bestselling Case Author 2017/18

Elie OfekElie Ofek
T.J. Dermot Dunphy Professor of Business Administration
Harvard Business School

 
Elie's top bestselling cases

Cases Product Team Cialis: Getting Ready to Market
This extremely popular case – a bestseller in 2006-2012 – focuses on the launch of a new drug, Cialis, to compete against Viagra. Developed by pharmaceutical giant Lily and biotech upstart ICOS, they must determine how best to segment the market, which target market to focus on, and how to position the new drug for success.

American Well: The DTC Decision
In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, was considering pursuing a direct-to-consumer (DTC) strategy. If a DTC offering was given the green light, the company had to come up with a coherent marketing plan to launch it, and figure out how to manage potential conflicts with existing clients, who might view the move as competing with their own telehealth efforts. 

Sephora Direct: Investing in Social Media, Video and Mobile
Julie Bornstein, Senior Vice President of cosmetics company Sephora Direct, is seeking to double her budget in order to intensify Sephora’s social media, online video and mobile presence. However, Julie faces a daunting task, as an evolving digital era sees new competitors emerging that call into question traditional bricks and mortar businesses like Sephora’s.

View all Elie's cases

Meet Elie

BiographyA professor in the Marketing unit at Harvard Business School, Elie’s research specialises in new product strategies in technology-driven business environments, and in how digital technologies and social platforms are impacting how firms go to market.

Elie takes a particular interest in how companies integrate marketing input when formulating innovation strategy at the new product planning phase.

Elie has produced a wealth of case material over the last 15 years and released his first book in 2016, Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services, which analyses an array of innovations and how they have performed in the marketplace.

 
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“I am always amazed by the depth of managerial and business insights gained when working on a case – insights that would be difficult to uncover through any other means. I am then amazed a second time when the case is taught and the students infuse arguments and analyses that I had not considered before.”

~ Elie Ofek

 

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