
Top 40 Bestselling Case Authors 2019/20
No. 10 Bestselling Case Author 2019/20 | ||
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Wolfgang's top bestselling cases |
Châteauform the Home of Seminars (A): Creating an Outstanding Customer Experience - From Good to Great |
Meet Wolfgang |
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 |