Top 40 Bestselling Case Authors 2018/19

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No. 15 Bestselling Case Author 2018/19

Wolfgang UlagaWolfgang Ulaga
Senior Affiliate Professor of Marketing


Wolfgang's top bestselling cases

Cases Procter & Gamble’s Tide Dry Cleaners (A): Leveraging the Brand to Provide a 'Wow' Experience
Case (A) discusses how consumer-packaged goods giant Procter & Gamble disrupts the US dry cleaning industry with Tide Dry Cleaners, an innovative franchising concept built around Tide, P&G’s iconic billion-dollar brand.

Procter & Gamble’s Tide Dry Cleaners (B): Bringing the Guest Experience to Life with a Disruptive Business Model
Case (B) provides deeper insights into the Tide Dry Cleaners franchising business model and illustrates how Agile Pursuits Franchising Inc.’s (APFI) entrepreneurial culture and unique values differ from its parent company’s historical roots, established corporate culture, and value system.

From Concrete to a Flooring Solution: Holcim Mexico - Selling a Commodity That Isn't
Problem: A high quality, value-added product (shrinkage-compensating concrete) sold to contractors whose incentive is to save costs, not provide long-term value; limited access to beneficiaries of value (end customer planning department).

Meet Wolfgang

BiographyWolfgang works with business-to-business firms, managers, and students on improving their competencies and skills in B2B marketing and sales. He designs and leads executive education programmes and workshops and teaches MBA and Executive MBA classes on B2B marketing, strategy and service excellence.

His research and teaching interests focus on value-based marketing, customer experience management, and service excellence in industrial goods and professional services markets. Over the years, his activities have focused on value-based marketing, value-based pricing, turning prices from free-to-fee, and helping B2B firms manage the strategic transition from product-centric to service-led business models in B2B markets.

He is a frequent keynote speaker and facilitates workshops on how manufacturers can sell services more profitably and become service and solution providers in industrial markets. He was a recipient of the Best Teacher of the Year Award, HEC School of Management, presented by BNP Paribas to acknowledge excellence in pedagogy.
Key quote

“I find cases to be one of the most efficient and effective ways of deeply engaging with an audience, leading a rich discussion, and facilitating meaningful learning about concepts and frameworks.

"At the same time, I have come to understand that cases represent a powerful way for a researcher to embed oneself in a specific research domain, deeply engage with key decision-makers and gain meaningful novel insights about relevant research questions (and answers) by exchanging with executives first-hand in the case writing process.”

~ Wolfgang Ulaga


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