IMD Professor Emeritus of Marketing and Global Strategy Kamran Kashani and IMD Professor of Strategy and Marketing Goutam Challagalla’s case Nespresso: Strategy reset for growth: The youth market has won the Overall Award at The Case Centre Awards and Competitions 2025.
The case describes how Nespresso faces an existential threat as its aging customer base declines, and how it must attract younger Millennials and Gen Z consumers with different values and habits. The company needs to adapt its strategy to stay relevant as these younger groups become the dominant coffee market.
This is the sixth time in the competition’s history that an IMD case has won the Overall Award, with previous wins in 1993, 1995, 2002, 2014, and 2022.
The Case Centre Awards and Competitions recognizes outstanding case writers and teachers across the globe. Cases are used by business schools worldwide as a way for participants to learn by getting an inside view of a real-world business challenge, and to think through the decisions to be made before seeing how it played out in actuality.
AMAG: Creating its own future in a disrupted automotive industry, written by IMD Professor of Management Stefan Michel, Daniel Gerber, Esther Lind, Vikas Munjal, David Rivière, and Stephan Thalmann, was named winner in the Outstanding Case Writer competition.
This case explores how AMAG is adapting to EVs, digitalization, and new business models while searching for new revenue streams and new employment for the workforce. It must decide to expand its EV portfolio, invest in renewable energy, and enter new markets to remain competitive beyond 2030.
The Strategy and General Management category award was awarded to Future-proofing HEINEKEN: The EverGreen strategy by IMD Professor of Strategy and International Business Niccolò Pisani and Inès Augier.
In this case study, we follow HEINEKEN’s CEO in navigating the highly uncertain and volatile post-pandemic world. By implementing a new strategy, he aims to future-proof the organization and turn it into a highly adaptive entity, delivering long-term sustainable value to its stakeholders.
IMD elea Professor of Social Innovation Vanina Farber and IMD senior researcher Shih-Huan were recognized in the Outstanding Compact Case competition for their case Not so black and white: Grupo Inca’s black alpaca dilemma, written with Carolina Duran Silva, Baris Silahcioglu, and Hugo ten Zijthoff.
The authors highlight Grupo Inca’s role in the decline of black alpacas, giving students the opportunity to assess the impact of business decisions on biodiversity and sustainability.
In 2024, Julia Binder, Professor of Sustainable Innovation and Business Transformation, and Heather Cairns-Lee, Affiliate Professor of Leadership and Communication, won the Outstanding Case Writer Hot Topic – Taking Action on the Environment for their case on Logitech’s carbon impact.
IMD’s faculty has been producing case studies for more than 50 years.
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