London Business School
Case Collection

Ferrari: Strategy in Transition

By Stefano Turconi

Set in January 2018, the case presents the situation facing Ferrari Chairman and CEO Sergio Marchionne as he considers the future of the septuagenarian racing and luxury performance car company. During his tenure, Marchionne steered...

Trip4real: Negotiating Series A

By Luisa Alemany, Carlos Trenchs, Lourdes Urriolagoitia, Suzanne Jenkins

On 25 March 2014, Trip4real founder Gloria Molins was on her way to Barcelona airport, where she and her small but passionate and audacious team would meet up and fly to San Francisco to pitch...

Brand Valuation: What, How and Why?

By Nader Tavassoli

As Chief Marketing Officer of a privately held Swiss luxury goods company, Lena Müller was tasked with valuing the company’s brand, whose products traded under the same name as the company itself. The reason her...

The Reality of AI

In this podcast series, Julian Birkinshaw explored the business applications of artificial intelligence.