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Top 40 Bestselling Case Authors 2019/20

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No. 30 Bestselling Case Author 2019/20
Nirmalya Kumar

Nirmalya Kumar
Lee Kong Chian Professor of Marketing
Lee Kong Chian School of Business, Singapore Management University

   

 
Nirmalya's top bestselling cases

Cases 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?

Zara: Responsive, High Speed, Affordable Fashion
With sales of 3.8 billion euros in 2004, Zara had become Spain's best-known fashion brand, offering a fast turnover of catwalk designs at reasonable costs to young city-dwellers. With plans to double the number of stores by 2009, how could Zara’s business model be scaled up without losing its speed advantage?

Zara in China and India
The discussion of this case study will enable students to understand strategic choice and execution in developing a unique business model. It would enable understanding of competitive advantage, international expansion, retailing, and concepts such as value innovation. Furthermore, with the rise of China and India, the case can be used as a springboard to illustrate the differential potential of the two countries across various industries.
Meet Nirmalya

BiographyNirmalya Kumar is a Professor of Marketing at Singapore Management University’s Lee Kong Chian School of Business. Nirmalya is also a Distinguished Fellow at INSEAD’s Emerging Marketing Institute, Singapore. He was previously Professor of Marketing and Director of Aditya Birla India Centre at the London Business School. He has also taught at Harvard Business School, IMD (Switzerland) and Northwestern University (Kellogg School of Management).

Nirmalya has worked with more than 50 Fortune 500 companies in 60 different countries. He has served on several boards of directors, including ACC, Bata India and UltraTech Cement. His recent cases, Amazon and Walmart on Collision Course and Starbucks China: Facing Luckin: A Local Disruptor focus on competitive strategy, digital transformation, and omni-channels.

Nirmalya’s nine books, nine Harvard Business Review articles, and many other academic articles have gathered more than 20,000 Google Scholar citations. He is one of the world’s leading thinkers on strategy and marketing and was included in Thinkers50 (the biannual listing of the top 50 management thinkers in the world). He is also included in the 50 Best Business School Professors (Poets & Quants) and 50 Most Influential Business School Professors (mbarankings.com).
 
Key quote
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“In writing a case, I take the instructor and student perspectives and ask how this case will lead to a transformation of beliefs on the part of the students. An exciting company or dilemma is of primary importance. It should be easy to consume for the reader, so no complicated words, repetition, or superfluous materials. The case should have simple exhibits.

“Finally, there should be a good teaching note as faculty hate to adopt a case without one. I’m not sure how many cases I’ve sold in total, but each one is a learning moment that I’ve helped to create. That is the payback.”

~ Nirmalya Kumar
 

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