Top 40 Bestselling Case Authors 2017/18

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No. 30 Bestselling Case Author 2017/18

Nader TavassoliNader Tavassoli
Professor of Marketing
London Business School


The cases

Cases Red Bull: The Anti-Brand Brand
Red Bull needed to determine whether it was outgrowing its anti-establishment status. As a mature brand, it had to assess whether the time had come to move to a more traditional marketing approach. But this raised a critical question: would this move toward a more mainstream approach fundamentally destroy Red Bull's anti-brand mystique?

Nespresso: What Next?
In 2011 Nespresso, the premium single-serve coffee brand of the multinational Swiss company Nestlé, found itself at a crossroads. Between 2006 and 2010 it had nearly tripled sales to well over CHF3 billion. But despite its meteoric growth in recent years, competitors were trying to challenge Nespresso’s dominance of the premium single-serve coffee market.

Nokia Siemens Networks: Branding a Global Merger from the Inside Out
The Nokia Siemens Networks (NSN) case illustrates how the new merged brand was conveyed to its employees internally, via employee branding. It highlights the associated opportunities and challenges of aligning external customer-facing branding efforts led by marketing, with internal branding efforts led by Human Resources (HR), which have traditionally focused on employer branding rather than employee branding.

Meet Nader

BiographyNader Tavassoli received his PhD from Columbia Business School in 1994. He was on the faculty of the MIT Sloan School of Management until 2002, where he was Faculty Director of the Entrepreneurship Programme and founding Faculty Director of the e-Business Programme.

At London Business School, he founded the Walpole Luxury Management Programme and is a recipient of the School’s prestigious Excellence in Teaching Award. For the past 25 years, Nader has advised and taught executives from Internet and high-tech start-ups at over 30 Global Fortune 500 companies. He has been Non-Executive Chairman of The Brand Inside – ‘inspiring brand-led change’ – since 2006.
Key quote

“Great cases address both the knowing and the doing in the knowing-doing gap. How? They engage participants to interactively apply theory and experience to a specific context. They require concrete action. And they are memorable ... typically more so than even the instructor’s name!

~ Nader Tavassoli


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