Top 40 Bestselling Case Authors 2019/20

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No. 8 Bestselling Case Author 2019/20
Pierre Chandon

Pierre Chandon
The L'Oréal Chaired Professor of Marketing - Innovation and Creativity
INSEAD

  

 
Pierre's top bestselling cases

Cases Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers
Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Should it divert money from its premium brands to target low-income consumers? Can Unilever reposition or extend an existing brand to avoid launching a new one? And how can it avoid cannibalising its own premium brands too heavily?

Parfums Cacharel De L'Oreal 1997-2007: Decoding and Revitalizing a Classic Brand
Parfums Cacharel, a division of L'Oréal, used to have a dominating position on the European market with both the number one and number two best-selling fragrances: Anais Anais and Loulou. At the time of the case however, sales were declining at a rate of 15 % per year and Cacharel was a fragance brand in need of a major revitalization. The task assigned to Dimitri Katsachnias, the new general manager of Cacharel, is to turn around the business. But before doing that, he needs to understand the brand.

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai
Mushrooms or supermodels? This is probably a question that could only be asked in China when faced with the task of turning around the troubled L’Oréal brand, Yue Sai. L’Oréal had planned a new campaign featuring Chinese supermodel Du Juan. The case tracks the outcome of this strategy and how success was finally achieved.

Meet Pierre

BiographyPierre is the L’Oréal Chaired Professor of Marketing, Innovation and Creativity at INSEAD, France, and Director of the INSEAD Sorbonne University Behavioural Lab. Pierre is an award-winning case writer - he won the Outstanding Contribution to the Case Method Award in 2016 and Outstanding Case Teacher Award in 2018 - researcher and teacher and was the inspiration behind INSEAD’s innovative case websites, designed to offer a wide range of additional materials and inspiration to case teachers worldwide.

After teaching branding for 20 years, Pierre is now focusing on how food marketing, and particularly Epicurean Nudging can help align health, business, and the pleasure of eating.

He has developed three new cases studies on the food and well-being markets: Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-Based Budgeting; Candy Crush? Aligning Health, Business, and Pleasure in the Chocolate Industry; and The Carrot Rewards Wellness App: Innovating in the Behavior Change Market.

At INSEAD, Pierre teaches brand management in the MBA, EMBA, and executive education. In 2017, he received the Dominique Héau award for inspiring education excellence at INSEAD. He was voted the best MBA elective course teacher by MBA students and has received the Dean’s Commendation for Excellence in teaching every year since its inception.

 
Key quote
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“Here are the three things that I say when people ask me why I love case writing (and sometimes even when they don’t ask!): 

  • Writing a case builds your personal brand as a teacher. It earns you the respect of your students and of your peers. 
  • Case writing helps your school. It enhances its reputation, internally and externally. 
  • Case writing is how you can reach and impact the highest number of people through your job. Someone actually emailed me once to say, ‘If there is one achievement you should be judged for in the afterlife, it has to be the Unilever in Brazil case (see left)’.
“I elaborate on these thoughts in this video, recorded after I received the Outstanding Contribution to the Case Method Award.”

~ Pierre Chandon

 

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