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Case Writing

I am INSEAD's number one case writer and one of the casecenter's best-selling authors. In 2016, I received the Outstanding Contribution to the Case Method Award from the CaseCentre. My case, Unilever in Brazil, is the 8th highest-selling case distributed by the casecenter in the past 40 years, and is by far the most recent in the top 10. I have won the casecenter case award six times (four times overall winner, twice the marketing award).

Here are my views on case writing 

And here are some articles in Connect, the magazine of the case center, for which I was interviewed

In this interview with my INSEAD colleagues Jean-Claude Larréché, Reinhard Angelmar, and Christian Pinson, why four of our cases are among the 10 most-read cases of the past 40 years according to the Case Centre. See also the related INSEAD Knowledge article.


Almost all my cases have a dedicate case web site where anyone can download an inspection copy, view videos or television commercials. These sites also have a password-protected section restricted to instructors. To view these restricted sections, identify yourself as an educator here and access these cases from INSEAD's new case portal . Alternatively, you can otbain a specific password for each case if you are identified as an educator on

You can find other INSEAD cases with dedicated web site on INSEAD's new case portal

  • Who’s #1: INSEAD, Harvard, Wharton, LBS? (A & B)

Multimedia case study with survey data and code to conduct market research, with Joerg Niessing © INSEAD 2017. 

Case website:

  • L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

Multimedia case study with video interviews and teaching note, with Haiyang Yang © INSEAD 2013. Also available in Chinese and French.

Case website:

  • Renova Toilet Paper: Avant-Garde Marketing in a Commoditized Category

Multimedia case study and teaching note, written in collaboration with Raquel Seabra de Sousa, Yakov Bart, and Steven Sweldens, © INSEAD 2010. Also available in Spanish and Portuguese.

Case web site:

  • Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers

Case study with teaching note and instructor's CD-Rom, written in collaboration with Pedro Pacheco Guimaraes, © INSEAD 2007. Adapted in Portuguese.

Case web site:

  • Parfums Cacharel de L’Oréal 1997-2007: Revitalizing a Classic Brand

    Written with Klaus Wertenbroch, © INSEAD 2007-2013.

    Case web site:

  • Diesel For Successful Living: Strategies for Upward Brand Extension in the Fashion Industry

    Case, teaching note, and instructor’s CD-Rom written in collaboration with Vadim Grigorian, © INSEAD 2006.

    Case web site:

  • Note on Brand Audit: How to Measure Brand Awareness, Brand Image, Brand Equity and Brand Value

Pedagogical Note, © INSEAD 2004. Download here.

Case and teaching note written in collaboration with Olivier Kovarski, Jacques Lendrevie, Sarah Spargo, and Marc Vanhuele © INSEAD 2007.  See abstract in INSEAD Knowledge.

  • Russian Standard: Growing a Global Megabrand Across Cultures and Product Categories

Case and teaching note written with Vadim Grigorian, © INSEAD 2002. Download here. Teaching note © INSEAD 2007.