Kamran Kashani

Professor Emeritus of Marketing and Global Strategy

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Kamran Kashani is Professor Emeritus of Marketing and Global Strategy. He teaches topics in marketing, brand building, global strategy, and international management. His special interests span industrial, business-to-business, and consumer marketing.

He has worked as a consultant and management educator with a large number of international companies including ABB, Avon, Ciba-Geigy, Citibank, Coopers & Lybrand, Electrolux, General Electric, Hewlett-Packard, Honeywell, Merck, Medtronic, Nestlé, Orkla, Philip Morris, Reuters, Richardson Vicks, Sandoz, Sulzer, Uponor, and Tetra Pak.

Kashani graduated from the University of California, UCLA, and gained his Doctorate in Business Administration at Harvard Business School.

He has written extensively on the subject of marketing and global strategy, and his publications have been translated into more than a dozen languages around the world. He is the winner of several awards for best paper and case writing. He is ranked second in the Case Center’s top 40 best-selling case authors (among more than 8,000) for the last two years.

In addition to his teaching responsibilities at IMD, he is currently researching the topics of marketing innovation and brand building in a cross-national business.

Insight for Executives
GMC Managing Through the COVID-19 Pandemic: Shooting for the Moon or Set up to Fail
Case Study
GMC Managing Through the COVID-19 Pandemic: Shooting for the Moon or Set up to Fail
The case describes the challenges faced by a young and ambitious woman taking on a high-risk project during the unusual environment of the Pandemic. Her new innovative ideas are flatly rejected by ...
Published 14 December 2021
Jan van Hasenbroek (B): Going back to school
Case Study
Jan van Hasenbroek (B): Going back to school
This 2-page case describes the decision Jan took to try to change the way he led IG&H, having been made aware of the harm his leadership was inflicting on the people he managed. He described this r...
Published 24 June 2020
Jan van Hasenbroek (A): A “red-pencil” leader at a crossroads
Case Study
Jan van Hasenbroek (A): A “red-pencil” leader at a crossroads
Jan Van Hasenbroek, an entrepreneur founder and managing partner of IG&H consulting firm, is in trouble. He is known in his company as the “red pencil” manager for his micromanagement of consultant...
Published 24 June 2020
Value selling at SKF Service (C): Meeting John Elliot
Case Study
Value selling at SKF Service (C): Meeting John Elliot
The case is the final instalment in the SKF series describing the meeting between Steelcorp and SKF representatives and the ensuing price negotiation. The case describes how two opposing initial po...
Published 11 March 2010
Value selling at SKF Service (B): Facing a tough buyer
Case Study
Value selling at SKF Service (B): Facing a tough buyer
This case is the follow up to Value Selling at SKF (A) and updates the students on important decisions and events. The President of the Service division has decided not to participate in Steelcorp’...
Published 10 November 2009
Value selling at SKF Service (A): Tough buyer confronts strategy
Case Study
Value selling at SKF Service (A): Tough buyer confronts strategy
Faced with growing competition and commoditization of its core aftermarket business for industrial bearings, SKF develops a sales tool to document, measure and guarantee its customers financial ben...
Published 10 November 2009
Fighting commoditization
Article
Fighting commoditization
If the role of marketing was ever to bring about a balanced relationship between sellers and buyers, then in many industrial sectors it has failed to live up to that promise. Consider the following...
Published 30 September 2008
Xiameter: The past and future of a
Case Study
Xiameter: The past and future of a "disruptive innovation"
The case study is about a successful strategy formulated at Dow Corning for marketing commodity silicones, a chemical used in diverse applications. It deals with important issues in B2B marketing: ...
Published 30 November 2006
Tetra Pak (D): Results achieved(and the remaining issues)
Case Study
Tetra Pak (D): Results achieved(and the remaining issues)
The D-case describes some of the results achieved within the first two years following the implementation of customer satisfaction initiative. Some of the results are impressive, others not. The ca...
Published 19 June 2003
Tetra Pak(C): Implementing new initiatives
Case Study
Tetra Pak(C): Implementing new initiatives
The C-case describes Tetra Pak's decision to implement the customer satisfaction survey among all its local operations worldwide. The case also lists a number of other initiatives to re-orient the ...
Published 12 June 2003
Tetra Pak (B): The customer satisfaction initiative
Case Study
Tetra Pak (B): The customer satisfaction initiative
The B-case describes Tetra Pak's second proposal to its key Italian customer, a strategy that is finally accepted. At the same time an international customer satisfaction survey shows that Tetra Pa...
Published 12 June 2003
Tetra Pak (A): The challenge of intimacy with a key customer
Case Study
Tetra Pak (A): The challenge of intimacy with a key customer
The A-case of this series describes a failed attempt to sell new packaging machinery to a key Italian customer facing declining sales and profits in its milk business. Tetra Pak's analysis leads th...
Published 12 June 2003
Innovation and renovation: The Nespresso story
Case Study
Innovation and renovation: The Nespresso story
The case traces the development of the Nespresso System in a 100%-owned affiliate deliberately placed outside of Nestlé's main organisational structure. It highlights the team's successes and chall...
Published 10 February 2000
Mediquip S.A. (R)
Case Study
Mediquip S.A. (R)
The case describes the selling activities of a sales engineer with respect to a key account. The loss of the order for a CT-Scanner provides the background for analyzing the dynamics of the buying ...
Published 30 September 1991