Top 40 Bestselling Case Authors 2019/20

Dollar Shave Club: Disrupting the Shaving Industry
The case demonstrates the disruptive power of a digital platform model, and highlights how new marketing capabilities can disrupt traditional channels. It challenges P&G owned Gillette to formulate a strategic response in light of Unilever's threat to acquire the upstart business. The case provides online links to a rich set of free videos that include a CEO interview, competitive advertising, and analyst commentary.

Nespresso: What Next?
In 2011 Nespresso, the premium single-serve coffee brand of the multinational Swiss company Nestlé, found itself at a crossroads. Between 2006 and 2010 it had nearly tripled sales to well over CHF3 billion. But despite its meteoric growth in recent years, competitors were trying to challenge Nespresso’s dominance of the premium single-serve coffee market.

Red Bull: The Anti-Brand Brand
Red Bull needed to determine whether it was outgrowing its anti-establishment status. As a mature brand, it had to assess whether the time had come to move to a more traditional marketing approach. But this raised a critical question: would this move toward a more mainstream approach fundamentally destroy Red Bull's anti-brand mystique?

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