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Call for Cases for Textbook Case Collection

We hereby call for cases for a textbook case collection edited by Alexander Josiassen (Copenhagen Business School) and Ingo Karpen (RMIT University). We are looking for both shorter (5-10 pages) and longer cases (15-20 pages) that focus on strategic issues linking marketing and management aspects.

We are particularly interested in cases that have relevance across contexts (B2B/B2C, local/global). Each case should ideally reflect a holistic understanding connecting marketing and management. However, the case may address the following specific areas of interest:

• Market segmentation and individual customer attractiveness analysis (e.g for use with customer preference and life-time value analysis)
• Competitor analysis (e.g. for use with competitor structuration and benchmarking)
• Context analysis (e.g. for use with Porter’s five forces or PESTL analysis)
• Internal analysis (e.g. for use with a balanced scorecard or capability scorecard)
• Collaborator analysis (e.g. for use with market maps and value network analysis)
• Decision making (e.g. for use with marketing related risk/return analysis)
• Business model (e.g. for use with business model canvas and component analysis)
• Implementation (e.g. for use with balanced scorecard or project management tools)
• Branding (e.g. for use with brand co-creation approaches)
• Marketing mix (e.g. for use with tactical marketing tools)
• Cultural marketing (e.g. Country of origin or cultural distance issues and alignment)
• Digital marketing (e.g. for use with social media platform analysis)

Cases should not already be copyrighted with other publishers. If you have a cases that you would like considered for publication in our upcoming textbook, please send your 1-page case proposal to dt.marktg@cbs.dk.

Alexander Josiassen, Copenhagen Business School
Ingo Karpen, RMIT University

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