Our contribution to the INSEAD mission as ‘The Business School for the World’ is reflected in a collection of over 2,300 cases taught in numerous schools and universities around the world and translated into different languages.
Every year, our faculty and case writers produce award-winning and best-selling materials, built on their vast expertise and unparalleled access to industry executives, entrepreneurs and experts. Our cases also contain unique additional materials, such as interviews with protagonists, videos of the case authors teaching, slides, spreadsheets and articles which are available for more than 100 cases.
Over the past 30 years, INSEAD cases have received more than 180 awards. Check our website and select the right cases for your teaching or research among our collection of award-winners and latest case studies.
✨𝐀𝐬 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐯𝐞 #AI 𝐭𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦𝐬 𝐭𝐡𝐞 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐢𝐞𝐬, 𝐡𝐨𝐰 𝐜𝐚𝐧 𝐜𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬 𝐩𝐫𝐞𝐬𝐞𝐫𝐯𝐞 𝐭𝐡𝐞 𝐡𝐮𝐦𝐚𝐧 𝐭𝐨𝐮𝐜𝐡 𝐭𝐡𝐚𝐭 𝐦𝐚𝐤𝐞𝐬 𝐭𝐡𝐞𝐦 𝐝𝐢𝐬𝐭𝐢𝐧𝐜𝐭𝐢𝐯𝐞?
In 2025, ENSAPIA株式会社（旧：cocone ONE株式会社）, a #Japanese pioneer in digital fashion and #avatar-based platforms, faced this exact crossroads. Having built a highly profitable business around human sensibility, #kawaii aesthetics and deep community engagement, the company must now decide how to leverage AI without losing its core creative advantage.
In the new INSEAD case study, 𝑫𝒓𝒆𝒔𝒔𝒊𝒏𝒈 𝑨𝒗𝒂𝒕𝒂𝒓𝒔: 𝑬𝑵𝑺𝑨𝑷𝑰𝑨’𝒔 𝑫𝒊𝒈𝒊𝒕𝒂𝒍 𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒚 𝒕𝒐 𝑺𝒉𝒂𝒑𝒆 𝒂𝒏𝒅 𝑺𝒆𝒍𝒍 𝑺𝒕𝒚𝒍𝒆 𝒊𝒏 𝒕𝒉𝒆 𝑴𝒆𝒕𝒂𝒗𝒆𝒓𝒔𝒆 https://lnkd.in/e6ktH-W4, INSEAD Professors David Dubois and Frédéric Godart, along with Professor Mototaka Sakashita and Kengo Itoh, challenge students to navigate this strategic inflection point and chart 𝐄𝐍𝐒𝐀𝐏𝐈𝐀’s next decade of growth in a world where the line between human- and machine-generated identity is rapidly blurring.
Key takeaways from the case include how to analyze:
🔹how firms protect their edge as AI lowers barriers to creative production,
🔹options for integrating AI within a platform-based business model,
🔹the role of human emotion and culture as irreplaceable sources of value.
Check out the case on our website 👉 https://lnkd.in/e6ktH-W4
🌊 𝐍𝐞𝐰 𝐟𝐫𝐨𝐦 𝐭𝐡𝐞 INSEADBlue Ocean Strategy 𝐈𝐧𝐬𝐭𝐢𝐭𝐮𝐭𝐞!
Traditional KTV in #China was long considered a sunset sector, burdened by asset-heavy models and shifting consumer tastes. However, the founder of 𝐌𝐞𝐢 𝐊𝐓𝐕 saw what others missed: an opportunity to create entirely new market space.
By breaking away from outdated industry norms, Mei KTV delivered a compelling #ValueProposition through an asset-light model and an innovative expansion strategy. In this course, Mei KTV used #AI as an important tool to enable and support its overall strategy.
📗 In the latest INSEAD case “𝑹𝒆𝒊𝒎𝒂𝒈𝒊𝒏𝒊𝒏𝒈 𝒕𝒉𝒆 𝑲𝒂𝒓𝒂𝒐𝒌𝒆 𝑰𝒏𝒅𝒖𝒔𝒕𝒓𝒚: 𝑴𝒆𝒊 𝑲𝑻𝑽’𝒔 𝑩𝒍𝒖𝒆 𝑶𝒄𝒆𝒂𝒏 𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒚 𝒊𝒏 𝒕𝒉𝒆 𝑨𝒈𝒆 𝒐𝒇 𝑨𝑰,” https://lnkd.in/e3Vz3KCF Professors 𝐖. 𝐂𝐡𝐚𝐧 𝐊𝐢𝐦 and 𝐑𝐞𝐧𝐞𝐞 𝐌𝐚𝐮𝐛𝐨𝐫𝐠𝐧𝐞, together with 𝐌𝐢 𝐉𝐢, examine how Mei KTV applied the principles of #BlueOceanStrategy to reshape industry conditions, unlock new demand, and create profitable growth in a market many considered obsolete.
The case also explores the innovative use of AI in Mei KTV’s business and discusses how the technology is applied to advance the company’s strategic goals.
Check out the case on our website 👉 https://lnkd.in/e3Vz3KCF
The authors thank Mr. Wu Hai for his contribution to the case development!
𝐇𝐨𝐰 𝐬𝐡𝐨𝐮𝐥𝐝 𝐨𝐫𝐠𝐚𝐧𝐢𝐳𝐚𝐭𝐢𝐨𝐧𝐬 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡 𝐩𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥 𝐮𝐩𝐜𝐨𝐦𝐢𝐧𝐠 𝐫𝐞𝐠𝐮𝐥𝐚𝐭𝐢𝐨𝐧𝐬 𝐥𝐢𝐧𝐤𝐞𝐝 𝐭𝐨 𝐞𝐧𝐯𝐢𝐫𝐨𝐧𝐦𝐞𝐧𝐭𝐚𝐥 𝐨𝐫 𝐬𝐨𝐜𝐢𝐚𝐥 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬? 𝐒𝐡𝐨𝐮𝐥𝐝 𝐭𝐡𝐞𝐲 𝐰𝐚𝐢𝐭 𝐚𝐧𝐝 𝐬𝐞𝐞, 𝐨𝐫 𝐬𝐞𝐞𝐤 𝐚 𝐬𝐞𝐚𝐭 𝐚𝐭 𝐭𝐡𝐞 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧-𝐦𝐚𝐤𝐢𝐧𝐠 𝐭𝐚𝐛𝐥𝐞?
In the new INSEAD background note “𝑯𝒐𝒘 𝒕𝒐 𝑩𝒆𝒄𝒐𝒎𝒆 𝒂𝒏 𝑶𝒘𝒍: 𝑻𝒖𝒓𝒏𝒊𝒏𝒈 𝑵𝒆𝒘 𝑺𝒖𝒔𝒕𝒂𝒊𝒏𝒂𝒃𝒊𝒍𝒊𝒕𝒚 𝑹𝒆𝒈𝒖𝒍𝒂𝒕𝒊𝒐𝒏 𝒊𝒏𝒕𝒐 𝑩𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝑨𝒅𝒗𝒂𝒏𝒕𝒂𝒈𝒆” https://lnkd.in/eVr9McJh, Professors Atalay Atasu and 𝐋𝐮𝐤 𝐕𝐚𝐧 𝐖𝐚𝐬𝐬𝐞𝐧𝐡𝐨𝐯𝐞, together with Elin Williams, explore how several forward-looking executives collectively helped shape the regulatory landscape in Europe in the context of electronics #recycling.
The note offers:
✔️ An insider perspective on how leaders can engage proactively with regulators
✔️ Insights into navigating the complexity and evolving nature of #EnvironmentalRegulation
✔️ Practical takeaways for building a strong, forward-looking regulatory position
📗 Check out the note on our website 👉https://lnkd.in/eVr9McJh
📖 This background note complements the book chapter “𝑶𝒘𝒍𝒔 𝑺𝒉𝒆𝒆𝒑 𝑫𝒐𝒅𝒐𝒔: 𝑪𝒐𝒑𝒊𝒏𝒈 𝒘𝒊𝒕𝒉 𝑬𝒏𝒗𝒊𝒓𝒐𝒏𝒎𝒆𝒏𝒕𝒂𝒍 𝑹𝒆𝒈𝒖𝒍𝒂𝒕𝒊𝒐𝒏” by Atalay Atasu, 𝐋𝐮𝐤 𝐕𝐚𝐧 𝐖𝐚𝐬𝐬𝐞𝐧𝐡𝐨𝐯𝐞 and Douglas Webber. Find more information here 👉https://lnkd.in/eFzDu_xg
𝐈𝐧 𝐭𝐰𝐨 𝐰𝐞𝐞𝐤𝐬, Professor Enver Yucesan and Dr. Nick Miesen will join us for an INSEAD#INTHECASE webinar to discuss their #casestudy “𝑯𝒆𝒏𝒌𝒆𝒍 𝑨𝒅𝒉𝒆𝒔𝒊𝒗𝒆 𝑻𝒆𝒄𝒉𝒏𝒐𝒍𝒐𝒈𝒊𝒆𝒔: 𝑻𝒉𝒆 𝑫𝒊𝒈𝒊𝒕𝒂𝒍 𝑻𝒓𝒂𝒏𝒔𝒇𝒐𝒓𝒎𝒂𝒕𝒊𝒐𝒏 𝑱𝒐𝒖𝒓𝒏𝒆𝒚”.
With a global manufacturing footprint of around 120 production sites, Henkel’s journey provides a blueprint for aligning digital investments with business goals. Join us to discover how the company moved from technology possibilities to a practical roadmap.
Key discussion points of the webinar:
✔️ navigating #digitaltransformation across a complex global operations network,
✔️ moving from use cases to a roadmap tied to business value,
✔️ making disciplined choices to create value at scale.
𝐑𝐞𝐠𝐢𝐬𝐭𝐞𝐫 𝐡𝐞𝐫𝐞 👉https://lnkd.in/evjvEQva
𝐂𝐡𝐞𝐜𝐤 𝐨𝐮𝐭 𝐭𝐡𝐞 𝐜𝐚𝐬𝐞 👉https://lnkd.in/eAD2FHQDSandra El Dakkak
📘 New case published:
“Phygital Data-Driven Customer Experiences at waterdrop®: Building a Sustainable Ecosystem in the Beverage Industry” (link in comments).
This new case stands fully on its own – but continues one of the most compelling growth stories in recent years. The original case – recognized by The Case Centre as the Best Marketing Case of the Year (2022) and later among the Top 15 most-used marketing cases worldwide (2025) – focused on a startup challenging an entire industry with limited resources, a bold idea, and highly effective digital marketing.
This new case shifts the lens:
It explores how waterdrop – now a multiple-hundred-million-euro scale-up, well on its way toward unicorn status – is building its next stage of advantage by becoming a data-driven, AI-enabled, “phygital” ecosystem.
It also highlights a critical tension many companies face today:
👉 How to combine a strong purpose and long-term vision with a rigorous performance culture – while maintaining the agility and mindset of a startup (Martin shares his perspective on this in the video).
At the core, the case examines:
💧 How to orchestrate DTC, retail, and digital into one seamless system
📊 How to leverage first-party data and AI for better customer engagement and decision-making
🧠 How to design personalized, end-to-end customer experiences at scale
🏬 How physical retail evolves within a digital-native company
🚀 How to unlock new, powerful business models on top of a strong product foundation
🌍 How sustainability becomes a true driver of value creation
A sincere thank you to the outstanding waterdrop® team – especially Martin Donald Murray, Henry Murray, Águeda Trujillo, Christoph Hermann, Lukas Grubauer, Aris Brauchart, Johanna Zimmerer & Fiona Jessop, and many others – for their trust, openness, and deep collaboration in bringing this case to life for learners around the world.
A special thanks as well for the time spent recently in your beautiful new headquarters in Vienna, where we conducted 40+ short video interviews. These are available to instructors and bring the case to life in a very tangible way.
Another big thank you to the fantastic case writer Anne-Marie Carrick for her outstanding collaboration, rigor, and craftsmanship in turning rich insights into a powerful teaching experience – and to Julian Boudier for the excellent video editing that helped bring these insights to life.
I would also like to thank the broader INSEAD team involved in developing and publishing the case – your work behind the scenes makes this possible.
📣 For instructors and case teachers:
The case – together with a detailed teaching note, teaching slides, and 40+ videos – is now available via INSEAD Publishing.
I would love to hear your feedback and how you use it in your classrooms.
#CaseTeaching#Marketing#DigitalTransformation#CustomerExperience#AI#BrandStrategy#INSEAD
Sheikh Zayed’s Wisdom in Negotiation: Lessons in Dialogue, Patience, and Consensus
I was honoured to be invited to contribute a short video reflection to the session The Founding Father’s Lessons on Cooperation, organised by Majlis Mohamed bin Zayed and held at the remarkable Sheikh Zayed Grand Mosque.
I was grateful for the opportunity to share a few reflections on the negotiation philosophy of Sheikh Zayed bin Sultan Al Nahyan, which I came to learn as I co-authored a case on his many negotiation stories.
From an early age, Sheikh Zayed participated in the majlis, a forum of open dialogue where listening, patience, and respect for differing views were essential. Over time, he consistently approached negotiations from a place where consensus, trust-building, generosity, and long-term relationships mattered more than short-term victories. Such important lessons for today's world where snap decision, quick reactions, polarization, and violence are back on the rise.
📚 These ideas also underpin several teaching cases we developed at INSEAD that explore Sheikh Zayed’s approach to leadership, negotiation, and nation-building.
🔗 If you are interested in exploring these lessons further, you can find the INSEAD case collection here: https://lnkd.in/gNNYjwmf
I hope you enjoy the short video.
#Negotiation#Leadership#SheikhZayed#Cooperation#Dialogue#INSEAD
