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Top 40 Bestselling Case Authors 2019/20

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No. 32 Bestselling Case Author 2019/20
David Dubois

David Dubois
Associate Professor of Marketing and Cornelius Grupp Fellow in Digital Analytics for Consumer Behaviour

David's top bestselling cases

Cases AccorHotels 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.

Ombre, Tie-Dye, Splat Hair: Trends of Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris
The case focuses on an innovative digital analytics strategy by L'Oréal Paris to 'listen' to consumers, then develop a product to meet consumer needs and market it. Throughout the case, students learn how to make sense of “big data,” set up a listening strategy and fuel the marketing decision funnel with insights from data analytics to provide customers with timely products coupled with outstanding experiences.

S T Dupont - The Renaissance of a French Luxury Brand: Building a Strong Brand Across All Touchpoints for Sustainable Growth
Paris-based S T Dupont is engaged in the manufacture, marketing and sale of luxury goods for men and women, including lighters, pens, jewellery, leather goods, eyewear, watches, belts, fragrances and casual and formal attire. Founded in 1872 by an entrepreneurial French photographer and carriage-maker, it was owned and managed by the same family until the 1970s when it was sold to the American multinational Gillette then, later, to the Hong Kong conglomerate Dickson Concepts. Having largely lost its brand identity, S T Dupont languished until 2006, when a new management team based in Paris successfully turned the company around with a unique branding and marketing strategy.

Meet David

BiographyDavid is an Associate Professor of Marketing and the Cornelius Grupp Fellow in Digital Analytics for Consumer Behaviour at INSEAD. He is the co-founder and co-director of INSEAD’s Leading Digital Marketing Strategy Programme and the Driving Digital Marketing Strategy Programme .

The core of David’s research and teaching intersects digital technologies, customer centricity and brand management. He is also an expert on how luxury and fashion brands can leverage status and style to effectively create value.

David boasts a wealth of accolades including being named 2017 Young Scholar by the Marketing Science Institute, and winning The Case Centre’s Marketing category award in both 2017 and 2018. Most recently, he has won the 2019 EFMD case competition for his case Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air Liquide-Airgas Merger. His work on luxury consumption, social influence, power, persuasion and word-of-mouth has appeared in top journals such as Nature Communications, Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology or Journal of Personality and Social Psychology and is regularly covered by popular media.

Key quote

“The case method is simply the most powerful and effective teaching tool I’ve encountered.

“My favourite cases always combine two instrumental ingredients to business leaders’ success: (1) the ability to effectively apply frameworks to concrete business challenges and (2) the proclivity to tackle a business challenge through a holistic lens – not just through a marketing, organisational or financial point of view.

“When writing a case, I always have two targets in mind: my own students, whose learning experience I aim to maximise by creating a highly-experiential and interactive environment around the case. Second, my colleagues around the world, for whom I aim to make it very easy (and fun!) to teach the case by producing highly detailed teaching notes, rich multimedia content including videos and supporting slides as well as ideas for group exercises.

“In the digital age, I believe that such combinations of different teaching approaches embedded in the case method is particularly effective to power learning.” 

~ David Dubois


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