Top 40 Bestselling Case Authors 2018/19

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No. 35 Bestselling Case Author 2018/19

Srinivas K ReddySrinivas K Reddy
Professor of Marketing
Singapore Management University

Srinivas' top bestselling cases

CasesGillette's 'Shave India Movement': Razor Sharp Against the Stubble (A)
Case (A) begins in April 2010, where Sharat Verma, the Brand Manager for Gillette India, reflects on the solutions that were developed to overcome stagnant growth in their men's grooming segment – specifically Mach3 razors.

Zalora: Dressing up the Mobile App to Engage Customers 
This case looks at the challenges of managing a multichannel marketing model. Specifically, it focuses on the significance, performance and value proposition of the mobile app platform in relation to the desktop and mobile web channels.

Taxi Wars: Uber in China
The case describes how Uber, the mobile ride hailing service provider, made an entry into China in July 2014 and, after facing stiff competition from local players, was forced to sell its stake and exit the country two years later.

Meet Srinivas

BiographySrinivas K Reddy is a Professor of Marketing at Singapore Management University, and the Director of SMU’s Centre for Marketing Excellence and the LVMH-SMU Asian Luxury Brand Initiative. At SMU, he served as the Associate Dean of General Management, overseeing the MBA and the Executive MBA programs. He also taught at New York University, UCLA and Stanford Business School.

Srinivas was a consultant and management educator for several international companies including IBM, Coca-Cola Company, Pfizer, Eli Lilly, Bristol-Myers-Squibb, Novartis, SingHealth, International SOS, United Parcel Service, Ford Foundation, MasterCard and Unilever. Srinivas has won several teaching excellence awards, while his cases have won the EFMD Case Award and a Case Centre Award.

Srinivas has written extensively on subjects of Technology Innovation, Digital Transformation, Marketing, and Strategy. His recent books include Digital Transformation (2017) and Digital:Works - The Future of Marketing in the Digital World (2018).


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