Ivey Publishing is pleased to announce the recipients of the 2019-2020 Best Seller Awards. Following the end of each academic year, we recognize the important work of authors and celebrate the contributions they have made to case teaching and writing. Ranked based on unit sales, the list highlights the top 20 cases that have continuously engaged students and provided opportunities for instructors to deliver key concepts at leading business schools around the world.
Beginning this year, we have made two important changes to the Awards. First, best-selling cases are no longer eligible for consecutive awards; best-selling cases with sustained high sales are now Ivey Classic Cases. This change to the awards will allow us to highlight a more diverse range of material. Second, we are very excited to introduce a Best New Author Award.
- Netflix in India: The Way Ahead - 9B17M033
- Netflix Inc.: The Disruptor Faces Disruption - 9B17E016
- Amazon.com: Supply Chain Management - 9B18D017
- Time Value of Money: The Buy Versus Rent Decision - 9B14N024
- Anandam Manufacturing Company: Analysis of Financial Statements - 9B16B007
- Dove Real Beauty Sketches Campaign - 9B14A012
- Tech Talk: Creating a Social Media Strategy - 9B17E009
- Harley-Davidson: Internationalization in the Trump Era - 9B18M087
- Wendy's: A Plan for International Expansion -9B18A052
- Tesla: Testing a Business Model at its (R)evolutionary Best - 9B18M033
- Costco Wholesale Corporation: Market Expansion and Global Strategy - 9B19M007
- Xiaomi: Entering International Markets - 9B17M045
- UCB: Data is the New Drug - 9B18E002
- Evoe Spring Spa: A Positioning Dilemma - 9B13A051
- Squatty Potty: Assessing Digital Marketing Campaign Data - 9B18A002
- Abercrombie & Fitch: Is It Unethical To Be Exclusive? - 9B14A009
- Paediatric Orthopaedic Clinic at the Children's Hospital of Western Ontario - 9B08D001
- Agoda: People Analytics and Business Culture (A) - 9B17C024
- Coca-Cola Goes Green: The Launch of Coke Life - 9B16A018
- Airbnb: Business Model Development and Future Challenges - 9B16M186
To review any of the above cases, please register for a faculty/administrator account or contact us.
Top Best Seller
Netflix in India: The Way Ahead
Tripti Ghosh Sharma, Suraj S, Mitali Srivastava, Tarun Chandoke, Prachi Prakash
Tripti Sharma, a professor of marketing at the Institute of Management Technology, Ghaziabad, notes that the involvement of her students as co-authors was key to the positive reception of the case:
“The subscription video-on-demand industry has gained tremendous importance in recent years across markets. Netflix has been a super success story in a relatively short span of time. In fact, the brand has been synonymous with “original content”- a crux of the value proposition for many users. Interestingly, students identify so much with the category as well as with the brand.
Also, the fact that the case was co-authored and co-created with students brings in a flavor that bridges any gaps in the faculty-student perspectives. The case couldn’t have connected with so many students across multiple countries, if not for the contribution of students, who displayed immense enthusiasm and conviction through the journey. I’d also like to thank my institution IMT Ghaziabad whose philosophy has been to bring out the best in students by constantly encouraging them to think innovatively.”
If you would like to involve your students in case writing, consider the following guide authored by experienced case writers: The Case Project Guide: How to Write a Great Business Case as a Class Project.
Best New Author Award
We are pleased to name Chris F. Kemerer as the recipient of this year’s Best New Author Award. This award is presented annually to an author who has published their first Ivey Publishing case within the last three years, and who had the highest total case usage across this time period. Dr. Kemerer is the David M. Roderick Professor of Information Systems at the Katz Graduate School of Business, University of Pittsburgh.
Professor Kemerer’s latest cases, Netflix Inc.: The Disruptor Faces Disruption and Apple v. The FBI, have seen interest across the globe. We asked him why his Neflix case in particular has such broad appeal, apart from student familiarity with the brand:
"I think there are a number of reasons that the case has such wide appeal. Christensen’s Disruptive Innovations concept is widely taught, not just in IT classes, but also in strategy and marketing classes, so there is a high potential demand. In order to meet these needs I wrote a detailed teaching note (actually longer than the case itself) to assist faculty members in using this material to support a variety of learning objectives and student levels.
The case illustrates two examples of disruptive innovation within one context, and therefore the faculty member and the students get twice the ‘bang for their buck’ in terms of their investment in reading and learning the case.”
Another important aspect of Professor Kemerer’s success with case writing was the ‘wish list’ that built up over years of teaching, which is a common thread among many case writers:
“Well, first, I would not recommend untenured faculty members to start writing cases unless their institution explicitly rewards case writing as part of their promotion and tenure process. There is plenty of time, post-tenure, to get into case writing. Also, by that point most faculty members have read and taught a lot of other people’s cases, so they have a better idea of what makes a case work well in the classroom. Also, by then, there will have been time to create something of a “wish list” of cases or at least case topics that they would use if such cases were available, and this can be the seed to choose one with which to start.
I wrote my first two cases primarily for my own use, because I felt that there were insufficient numbers and kinds of business IT cases that I needed for my classes, particularly my Executive MBA classes. Once written, I thought that perhaps other faculty would find them useful as well, and I submitted them to another publisher where they were well-received, which encouraged me to continue writing. I later attended a workshop at Ivey on case writing, and that gave me the encouragement to write a first case for them, which resulted in this Netflix disruptor case. I have also discovered that case writing offers me a nice break from the constrained writing style of most academic journal articles.”
Click here to learn more about case writing or publishing a case with Ivey.