
Top 40 Bestselling Case Authors 2019/20
No. 12 Bestselling Case Author 2019/20 | ||
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Youngme's top bestselling cases |
Burberry
Aqualisa Quartz: Simply a Better Shower |
Meet Youngme |
She has received the HBS Student Association Faculty Award for teaching excellence on multiple occasions and is also the inaugural recipient of the Hellman Faculty Fellowship, awarded for distinction in research. Her ideas have been published in a variety of journals, including the Harvard Business Review, and she has published and sold more than a million cases on companies ranging from Starbucks to IKEA to Uber. Youngme serves on the Board of Directors of Unilever and Mastercard; she also sits on the board of several early-stage startups. |
Key quote |
![]() “In my experience, case studies are meaningful to students because they so vividly simulate the messiness of real life – with all of its richness, ambiguity, and complexity. In some cases, the objective of a case is to acclimate students to this messiness, to demystify the complex, to get students to feel comfortable making decisions in the context of so much ambiguity. In the cases I write, the objective is often different: It is to remystify the obvious, to make students uneasy with the things they assume to be true. “The resulting dissonance can be uncomfortable for students, but I believe that students learn most when they are uncomfortable – not necessarily because the material is so difficult to digest, but because the experience can be so psychologically tumultuous to navigate. When their heads are spinning, when they are forced to let go of their paradigmatic centers of gravity and view the world from different angles – this is when overturned assumptions can render startling insights. This is when learning occurs.”~ Youngme Moon |