Menu
Top

News

Prof. Ashok Som’s case study among the best-selling cases at The Case Centre

08-02-2017
Prof. Ashok Som’s case study among the best-selling cases at The Case Centre

The online site thecasecentre.org, which houses the largest case study catalog in the world, has published the list of its best-selling cases for 2016. In the ‘entrepreneurship’ category, Ashok Som, Professor at ESSEC Business School and Director of the Management department, was honored by being ranked among the top fifteen best-selling case authors.

Entitled ‘Coach: To be or not to be luxury?’, Ashok Som’s and Stephanie Masson’s case focuses on the American maker of luxury leather goods Coach which attempted, at the end of the 2000s, to widen its appeal to a larger consumer base. The affordable luxury brand expanded into new markets, notably in Asia. It also developed online sales and began to propose its unsold articles in discount outlets. This steadily led to it losing its position as an affordable luxury brand. Sales increased but revenue and margins decreased. The company therefore had to reposition itself and quickly redefine its strategy. Ashok Som’s case indeed studies how Coach changed strategic direction, position on the market and brand DNA, and how it met the challenge of new, increasingly renowned competitors such as Michael Kors or Tory Burch.

In 2014, the case was a prize winner in The Case Centre annual ‘Oscars’, entrepreneurship category.

View Ashok Som’s case on The Case Centre site

190 ESSEC Business School case studies on offer

The ESSEC Business Cases collection has been distributed by The Case Centre since 2003 and by the CCMP (Centrale de Cas et de Médias Pédagogiques) since 2009. A total of 190 case studies have been published by ESSEC since 2003 – an average of 15 per year. 27 new cases were offered in 2016, 7 in French and 20 in English, with themes ranging from luxury, new technologies or even industry and large retailing. Some cases even feature videos as well as text. These case studies enable business school and university professors, as well as companies and institutions throughout the world, to offer up-to-date, innovative topics to their students and participants.

Lately on ESSEC Knowledge

So many ways to be wrong about ...

Fabrice Cavarretta discusses the future of AI.

So many ways to be wrong about the future of AI, but it'll outsmart us in the end
ESSEC Knowledge Review: Insights into the COVID-19 ...

ESSEC professors share their insights and expert analyses ...

ESSEC Knowledge Review: Insights into the COVID-19 Crisis
Defining philanthropy in France: how has its ...

The meaning of philanthropy has evolved over the ...

Defining philanthropy in France: how has its meaning evolved over time?

Upcoming events

  • Dec 06
    QS Virtual Connect MBA 1-2-1 | Mumbai

    Meet with us virtually in Mumbai

    18:30 | Mumbai, India Sign up
  • Dec 08
    QS Virtual Connect MBA 1-2-1 | New Delhi

    Meet with us virtually in New Delhi

    11:30 | New Delhi, India Sign up
  • Dec 12
    QS Virtual Connect MBA 1-2-1 | Bangalore

    Come meet us virtually in Bangalore

    18:30 | Bangalore Sign up
  • Dec 15
    Masterclass

    Is experiential luxury the future of luxury?

    12:00 | Online session Sign up

This website uses cookies. By continuing to browse this site, we will assume that you consent to the use of cookies. Find out more about cookies.

x
Help Me Choose a program