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Top 40 Bestselling Case Authors 2019/20

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No. 16 Bestselling Case Author 2019/20
Joerg Niessing

Joerg Niessing
Senior Affiliate Professor of Marketing


Joerg's top bestselling cases

CasesAccorHotels and the Digital Transformation: Enriching Experiences Through Content Strategies Along the Customer Journey
The case puts students in the shoes of AccorHotels’ marketing and customer-facing leaders as a powerful wave of disruption in the hospitality ecosystem, from the emergence of review websites, online travel agents and active forums to the rise of new competitors such as Airbnb. It offers a discussion stage about what it means for a company to engage its digital transformation in order to foster customer-centricity.

WeWork - Service Excellence Through Business Model Innovation: Creating Outstanding Customer Experiences by Leveraging Data, Analytics and Digital Technologies
WeWork has seen a decade of growth with a disruptive new service business model in a rapidly transforming industry: shared office space for start-ups (and increasingly for big companies) thanks to its understanding of workplace trends such as the 'gig' economy, the rise of millennials and Generation Z in the workforce, more collaborative office work and tech-enabled mobility of employees. It caters to freelancers and multinationals alike, all members of the 'co-working' community, as well as an ecosystem of likeminded entrepreneurs. The case allows discussion of customer-centricity in a B2B service context, learning about service blueprinting and customer journey mapping when designing new services and/or improving existing ones.

Telenor: Revolutionizing Retail Banking Services in Serbia - Digital Transformation of the Customer Experience
This case looks at how one of the biggest international telecommunications providers, Telenor, has successfully launched the first mobile only bank in Serbia - Telenor Banka. It illustrates how companies can create a successful business by enhancing traditional (marketing) strategy frameworks with innovative digital approaches and technologies in new, under-developed markets. It discusses the key enablers that organisations have to put in place to make a digital transformation work: the success of Telenor Bank Serbia was also driven by organisational change, leadership skills, the right vision and new management approaches like design thinking and lean management.

Meet Joerg


Joerg Niessing is a Senior Affiliate Professor of Marketing at INSEAD. He is a globally recognized expert on digital transformation, digital marketing strategy, customer-centricity, and data analytics and has authored a series of reports and frameworks on these topics. Joerg’s new book, The Definitive Guide to B2B Digital Transformation, can be ordered at www.b2bdigitaltransformation.com where you find also other content related to his area of expertise.

At INSEAD, Joerg teaches global executives and MBA students on digital strategy, digital transformation, CX strategies, brand management and data analytics & customer intelligence. He is the co-director of INSEAD’s flagship programmes “Leading Digital Marketing Strategy” and “B2B Marketing Strategies”. He has also delivered hundreds of executive education programs around the globe for companies such as Google, IBM, PwC, Pernod Ricard, Roche and Daimler. Prior to working at INSEAD, Joerg worked as a Partner at Prophet, a strategic marketing consultancy. As an experienced strategy consultant and start-up mentor, Joerg helps companies drive uncommon growth through customer-first, digital transformation.

He has published more than 20 academic cases and, in 2018, won The Case Centre's Marketing category case award with his co-authors for the case AccorHotels and the Digital Transformation: Enriching Experiences Through Content Strategies Along the Customer Journey.

Key quote

“I am very honoured and delighted to be the highest new entry in this list as it demonstrates that my cases address relevant and important business problems. When I write a new case I think a lot about what students and executives would like to learn and how a case could help to bring that across.

"For me cases are one of the most efficient and effective ways to teach my content. For my cases I identify organisations – like in my Telenor, BMW, Google or Accor Hotel cases – where I can deeply engage with key decision makers. This additional input allows me to write a better and detailed teaching note. In most of my cases I also create video interviews with these key protagonists that allow me and other facilitators to lead a very rich and insightful discussion in the classroom."

~ Joerg Niessing


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