FAQs for the press

What is the most successful case of all time?

One way of measuring the success of a case is the number of copies distributed by ecch, this does not include the use of the case at the authoring school, as it can use its own case directly, as owner of the copyright. The top 25 at the beginning of 2011 are as follows:
 
Rank Date of publication Case title Number sold School
1 2000 EASYJET: THE WEB'S FAVOURITE AIRLINE
40,240 IMD
2 1989 SCANDANAVIAN AIRLINE SYSTEMS (SAS) 1988 30,517 INSEAD
3 1972 BENIHANA OF TOKYO 28,006 HBS
4 2003 SHOULDICE HOSPITAL LIMITED 23,336 HBS
5 1995 VIRGIN ATLANTIC AIRWAYS: TEN YEARS AFTER 22,046 INSEAD
6 1992 ANDERSEN CONSULTING (EUROPE): ENTERING THE BUSINESS OF BUSINESS INTEGRATION
21,571 INSEAD
7 1985 KOMATSU LTD
20,416 HBS
8 1985 CATERPILLAR TRACTOR CO 20,031 HBS
9 1983 HONDA (A) 19,964 HBS
10 1983 HONDA (B) 19,859 HBS
11 1992 APPLE COMPUTER - 1992 19,616 HBS
12 2002 AQUALISA QUARTZ: SIMPLY A BETTER SHOWER 18,410 HBS
13 1983 PEOPLE EXPRESS (A) 18,194 HBS
14 1990 ELECTROLUX: THE ACQUISITION & INTEGRATION OF ZANUSSI
17,845 INSEAD
15 1999 GE's TWO-DECADE TRANSFORMATION: JACK WELCH'S LEADERSHIP 17,501 HBS
16 1983 PROCTER & GAMBLE EUROPE: VIZIR LAUNCH
17,351 HBS
17 1997 WOLFGANG KELLER AT KONIGSBRAU-TAK (A) 17,197 HBS
18 1995 BRANSON'S VIRGIN: THE COMING OF AGE OF A COUNTER-CULTURAL ENTERPRISE
17,040 INSEAD
19 1992 CANON: COMPETING ON CAPABILITIES 16,955 INSEAD
20 1992 ZANTAC (A) 16,031 INSEAD
21 1992 TOYOTA MOTOR MANUFACTURING, USA, INC 15,870 HBS
22 1991 BODY SHOP INTERNATIONAL 15,761 HBS
23 2007 UNILEVER IN BRAZIL (1997-2007): MARKETING STRATEGIES FOR LOW-INCOME CONSUMERS 15,619 INSEAD
24 1995 CHARLOTTE BEERS AT OGILVY & MATHER WORLDWIDE (A) 15,293 HBS
25 1987 SWATCH 15,273 INSEAD

How much does a case cost to buy?

To academic users a paper copy of a case costs $3.65/€4.45/£3.40 per copy; to corporate users
$6.50/€7.50/£5.75 per copy. Electronic copies cost $3.15/€3.75/£2.90 per copy to academic users and
$6.00/€6.90/£5.30 per copy to corporate users.

How many cases, book chapters and articles did ecch distribute in 2010?

801,653 to customers at over 999 organisations.

Do all business schools support the production and use of cases?

No. Some schools rely entirely on alternative, more traditional methods of teaching and case writing is done by a relatively small number of faculty worldwide. However, in ecch's experience, there has been significant growth in case usage worldwide since it was established thirty years ago.

What does a case look like?

Generally, a case is a paper document of between 5 and 50 pages on average. Sometimes, depending on the subject matter, cases may contain colour illustrations. Cases may also be accompanied by audiovisual items, such as videos, slides or CD-ROMs. Some interactive cases have been produced in electronic format. Cases may come in two or even three parts (A,B & C). They may also be supplied with a teaching note, which is also a document of on average 10 pages.

Will all cases be electronic in time?

The use of the case in a paper format still predominates but ecch holds 84% of active cases, book chapters and articles in the case collection in digital format.

What are the benefits for case authors?

Case authors do not usually receive academic credit for case writing. However, if their institution is a member of ecch they may receive royalties from the sales of their cases. This will depend on the policy adopted by their institution (some forward royalties to the case authors whereas others retain them).

Which schools produce the most cases?

The top five case producing schools in 2010 were Harvard Business Publishing, IBSCDC, Darden Graduate School of Business, The Richard Ivey School of Business and ecch authors (various).

Which schools order the most cases?

ecch distributes the most cases to London Business School (LBS), Cass Business School, Cranfield University, SDA Bocconi School of Management and Manchester Business School (MBS).

Major case producing schools such as Harvard Business School, IMD and INSEAD are also heavy case using schools, but they use their own cases directly and only use cases from other institutions via ecch.

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