Top 40 Bestselling Case Authors 2018/19

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No. 40 Bestselling Case Author 2018/19

Ashok SomAshok Som
Full Professor Global Strategy Management Department
ESSEC Business School

Ashok's top bestselling cases

CasesBottega Veneta: 'Stealth' Luxury
Bottega Veneta is an Italian Luxury brand, well-known for its leather goods. It was founded in 1966 in Veneto and headquartered in Vicenza. The region, in northeastern Italy, is known for its entrepreneurial spirit. The name 'Venetian Atelier' represents its origins. The location specific DNA is supported by equally powerful codes, such as the discreet labelling and the Intrecciato technique that became the brand's signature.

Netflix: Disrupting Digital Streaming
The on-demand entertainment industry has evolved rapidly over the last two decades, but the most disruptive innovation, pioneered by Netflix, has come in the form of subscription video-on-demand (VoD) online streaming service. Established in 1997 as a retailer which delivered DVDs via mail, Netflix has grown tremendously to become the undisputed leader in the online video streaming business today.

Coach: To Be or Not To Be Luxury
A prize winner in 2014, the case looks at leading American leather goods company, Coach Inc. Coach has recorded a profit of $700 million in the last 10 years, and the case discusses Coach’s position within the new luxury landscape and its future evolution.

View all Ashok's cases

Meet Ashok

BiographyAshok is a Full Professor of Global Strategy in the Management Department at ESSEC Business School in France.

Passionate about case based research and teaching, Ashok won the EFMD Case Writing Competition 2008 in the Indian Management category, and The Case Centre’s Entrepreneurship Award 2014.

Teaching across the world, Ashok has been included from 2008 onwards in the Who’s Who of the World, a gold standard for biographical information, trusted by academic and public libraries. In 2013, Ashok was nominated as one of the 2000 Outstanding Intellectuals of the 21st century.

Ashok’s current research interests lie in the role of global strategy in building brands that transcend geographies, with his expertise in organisational design and people practices helping him design the context required to create brands that can sustain itself in developed, emerging and frontier markets.

Ashok has also authored and co-authored a number of books on designing organisations and global strategy, including The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management, which was published by Wiley in March 2015, and translated into Mandarin in 2016.

Key quote

"It feels lovely to be in this list of distinguished scholars whose cases I have taught, and still teach, over the years.

"I started writing cases due to three very selfish reasons.

"First, I wanted to be free in the classroom situation and discuss what I did myself. Second, when I started teaching in France, I wanted to speak about French companies to my international students, and there were hardly any cases those days of French companies in English, though about 40 of these companies were leaders in their respective industry. Finally, I am passionate and find it rewarding to debate and discuss management issues, nowadays, in collaboration with my students who see the value in their ideas taking shape in engaging teaching material".

~ Ashok Som


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