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Top 40 Bestselling Case Authors 2019/20

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No. 12 Bestselling Case Author 2019/20
Youngme Moon

Youngme Moon
Donald K. David Professor of Business Administration
Harvard Business School


Youngme's top bestselling cases

Cases Uber: Changing the Way the World Moves
Despite its remarkable early success, Uber is an extremely polarising company and its business model is highly disruptive. While disruptive innovation can be a positive thing, Uber's business model is outpacing many of the transport industry’s laws and it doesn't appear to be willing to wait for the regulatory system to catch up.

In 2003, Rose Marie Bravo, Burberry's CEO is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest luxury brands in the world. But Bravo now faces a number of key decisions.

Aqualisa Quartz: Simply a Better Shower
Harry Rawlinson is Managing Director of Aqualisa, a major UK manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. However, early sales have been disappointing and Rawlinson is now faced with some key decisions about the way forward.

Meet Youngme

BiographyYoungme Moon is the Donald K. David Professor of Business Administration at Harvard Business School. At HBS, Professor Moon has launched a number of strategic innovations, including the MBA FIELD curriculum and the HBX Learning Platform. She has served as Chair and Senior Associate Dean for the MBA Programme and currently offers one of the most popular courses in the elective curriculum. Most recently, she has co-hosted a weekly podcast, After Hours, presented by Harvard Business Review.

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. ‚Äč

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


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