Top 40 Bestselling Case Authors 2018/19

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No. 6 Bestselling Case Authors 2018/19

W. Chan Kim & Renée MauborgneW. Chan Kim & Renée Mauborgne
Professors of Strategy at INSEAD & Co-Directors of the INSEAD Blue Ocean Strategy Institute


Chan & Renée's top bestselling cases

Cases The Evolution of the Circus Industry (A)
This case discusses the evolution of the circus industry up until the emergence of Cirque du Soleil. It offers a detailed discussion about the structure of the industry to enable a rich analysis of the challenges it now confronts. Students discover that the industry had become a red ocean with limited profit and growth potential.

The Marvel Way: Restoring a Blue Ocean
The Marvel Way: Restoring a Blue Ocean explains one of the greatest turnarounds in modern business history. This case comes with a two-part video interview with CEO Peter Cuneo who launched a Blue Ocean.

Even a Clown Can Do It: Cirque du Soleil Recreates Live Entertainment (B)
Cirque du Soleil very successfully entered a structurally unattractive circus industry. It was able to reinvent the industry and created a new market space by challenging the conventional assumptions about how to compete. It value innovated by shifting the buyer group from children (end-users of the traditional circus) to adults (purchasers of the traditional circus).

Meet Chan and Renée

BiographyINSEAD Professors W. Chan Kim and Renée Mauborgne are Co-Directors of the INSEAD Blue Ocean Strategy Institute. They have been researching together for the past 30 years, decoding the requirements for strategic success and working with organisations, nations and individuals to create blue oceans of uncontested market space, and to do so systematically.

They are co-authors of Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth (Hachette, 2017). Blue Ocean Shift is a New York Times Bestseller and a #1 Wall Street Journal Bestseller. Their first book, Blue Ocean Strategy (2005) is recognized as one of the most iconic and impactful strategy books ever written. It has sold over four million copies and is published in a record-breaking 46 languages. It is a bestseller across five continents.

Chan and Renée are both Fellows of the World Economic Forum and have been consistently ranked in the top five in The Thinkers50 global ranking of management thinkers. They have received numerous academic and management awards around the globe. For more on these authors and their recent work, see

Key quote

“We are thrilled to be recognised as among the top ten bestselling case writers in the world. A warm thank you to The Case Centre for this prestigious recognition.

“Our research on blue ocean strategy and blue ocean shift has brought to our attention exciting companies from around the world. It is with great pleasure that we and our outstanding team of Institute Executive Fellows and Researchers at the INSEAD Blue Ocean Strategy Institute have been able to explore some of these in thought-provoking cases, teaching notes, and firsthand original theory-based videos, which we invite everyone to check out.”

~ W. Chan Kim & Renée Mauborgne


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