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Top 40 Bestselling Case Authors 2019/20

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No. 10 Bestselling Case Author 2019/20
Wolfgang Ulaga

Wolfgang Ulaga
Senior Affiliate Professor of Marketing


Wolfgang's top bestselling cases

Cases Michelin Fleet Solutions: From Selling Tires to Selling Kilometers
Michelin, a worldwide leader in the tyre industry, launched in 2000 a comprehensive tyre-management solution offer for large European transportation companies, called Michelin Fleet Solutions (MFS). With this new business model, the company ventured into selling kilometers - instead of selling tyres. This decision moves the strongly product-driven firm into the new world of services and solutions. After 3 years, however, expansion is far below expectations and profitability is terrible. The case presents the decision point in 2003, whereby MFS's future has to be decided.

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.

Châteauform the Home of Seminars (A): Creating an Outstanding Customer Experience - From Good to Great
Chateauform, a European provider of venues for company meetings, training events and workshops, was founded in 1996 by Jacques Horovitz, a marketing professor and international consultant. After observing how poorly hotels and event organizers catered to the needs of corporate customers, Jacques saw the opportunity to differentiate by designing and delivering all the elements that would elevate an average, good-enough event into a unique and memorable experience. This is the A case of a two-part case series.

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. He has also, with his co-authors, won back-to-back awards with The Case Centre, winning the Marketing category award in 2015 with Michelin Fleet Solutions: From Selling Tires to Selling Kilometers. He then went on to win the Hot Topic competition in 2016 with GE Healthcare India (A), (B) and (C).
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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