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Top 40 Bestselling Case Authors 2019/20

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No. 38 Bestselling Case Author 2019/20
Dominique Turpin

Dominique Turpin
Dentsu Chaired Professor of Marketing and the Dean of External Relations
Institute for Management Development (IMD)

Dominique's top bestselling cases

Cases Reinventing Nespresso? The Challenges of a Market Leader Under Attack
In 2011, Nespresso achieved phenomenal success with revenues of CHF 3.5 billion. But in the meanwhile challenges started to appear. The 1,700 patents protecting Nespresso system were expiring and more and more copycat capsules compatible with Nespresso machines were emerging. Nespresso was seeing declining growth rate and market share loss. The case describes the new competition Nespresso faced, Nespresso's first reactions, and the tough choices it had to make in order to sustain its success.

Kimura KK: Can This Customer Be Saved?
Pramtex, an Australian company established in 1985, was one of the emerging star players in optical disk production equipment. The company, known for its high quality products, had stayed ahead of its competitors by concentrating on production line technology for emerging disk formats. It was, however, becoming increasingly vulnerable to competition as the industry matured. John Reef, Product Manager at Pramtex, had reason for concern when he learned that one of their major Japanese customers, Kimura KK, had decided against purchasing three machines from Pramtex for a new factory in Taiwan. This was the second Japanese customer Pramtex had lost in a single week.

Relaunching the Alpina Brand: High Precision Watches Since 1883
Aletta and Peter Stas, founders of Frederique Constant SA, one of the leading watch manufacturers based in Geneva, Switzerland, had called a meeting with their board of advisors to discuss the next steps of the re-launch of Alpina, the second brand of their company. Aletta and Peter strongly believed that Alpina had real potential for growth but were still unsure about the viability of its new positioning and the rest of its marketing strategy. What should be the right communication strategy of Alpina given the limited resources of the company? And what should be the right distribution channels for the brand?

Meet Dominique

BiographyDominique Turpin is currently the Dentsu Chaired Professor of Marketing and the Dean of External Relations at IMD.

He has served as IMD President and Nestlé Professor from July 2010 until the end of 2016. He was also previously the director of the IMD MBA (Master of Business Administration) and PED (Program for Executive Development).

Dominique has directed customised programmes for companies such as Groupe SEB, Panasonic, and Japan Tobacco International. He has extensive teaching, consulting and research experience in the areas of marketing and international strategy both in Europe and in Asia, particularly in the area of brand management, customer orientation and communications strategy.

He has worked as a consultant and management educator with a large number of international companies including: Coca Cola, CPW, Danone, DSM, Jardine Matheson, Nestlé, Novo Nordisk, Philips and Uponor. His current research focuses on brand management, and he has been widely published in more than 100 books, articles and cases, including the Financial Times, European Business Forum and MIT Sloan Management Review.
Key quote

"I was introduced to the case method thanks to a number of leading colleagues at IMD (including Kamran Kashani and Peter Killing, among others) who are masters in case writing and teaching.

"Among many things, I have always been impressed by the impact that good cases can have on executives. Here’s just one example: recently, at Hong Kong Airport, I met an IMD alumnus who had studied at IMD some 20 years ago and who could still remember a case I had used in one of my marketing classes! I doubt that a lecture would have had the same impact.”

~ Dominique Turpin


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