Thunderbird at ASU earns global recognition for bestselling cases

Thunderbird School of Global Management at Arizona State University has received international recognition from The Case Centre, the world’s leading independent authority on case-based teaching, for two outstanding faculty-authored cases that continue to shape global business education.

On Jan. 16, The Case Centre announced its annual lists of bestselling and classic cases, based on unit sales and adoption data from institutions worldwide. Two cases authored by Thunderbird faculty were included in this year’s rankings, underscoring the school’s global influence in case writing and experiential learning.

Thunderbird’s bestselling classic case was “Hola-Kola: The Capital Budgeting Decision,” (Case No. A06-13-0013) authored by Lena Booth, deputy dean of Thunderbird Academic Enterprise and finance professor. Published in 2013 and set in Mexico, the case examines capital budgeting decisions, policy considerations and strategic trade-offs in global markets.

Classic cases are defined by The Case Centre as those more than 10 years old that continue to be taught extensively across institutions worldwide. Now more than a decade after its publication, the case continues to influence how students engage with complex financial decision-making.

“It's humbling to see the case resonate with so many students and practitioners, and the insights within the case continue to shape minds and spark debate years later,” Booth said.

Thunderbird was also recognized for a bestselling case in the Finance, Accounting and Control subject category: “Kangaroo Tail Winery Limited (A),” (Case No. A01-17-0012 (A)) written in 2017 by Graeme Rankine, former associate professor of accounting at Thunderbird who retired in 2020. Set in Australia, the case has been widely adopted by business schools around the world for its practical exploration of financial decision-making in a global context.

“We are delighted to recognize Thunderbird School of Global Management for their bestselling 2025 case and their bestselling classic case in Finance, Accounting and Control,” said Vicky Lester, CEO of The Case Centre. “Both demonstrate the lasting impact of their work on business education worldwide.”

Each year, The Case Centre compiles its bestselling case lists based on unit sales from its global catalog during the preceding calendar year. The rankings include the top 15 cases in each of 10 major subject areas, as well as classic cases determined by the number of organizations that have ordered and taught them over the past five years.

“This recognition affirms Thunderbird’s long-standing dedication to educational excellence with global impact,” said Charla Griffy-Brown, director general and dean of Thunderbird. “Our faculty’s commitment to immersive, case-based learning ensures that students engage deeply with real-world challenges, developing the insight, cultural fluency and ethical leadership required to navigate an increasingly complex global landscape.”

The announcement builds on Thunderbird’s growing momentum in case writing excellence. In October 2025, the school was recognized for the third consecutive year in The Case Centre Impact Index, climbing four places to rank No. 16 globally and No. 7 in the United States. This marked an improvement from No. 20 worldwide and No. 10 nationally in 2024, and placed Thunderbird ahead of peer institutions including The Wharton School at the University of Pennsylvania and the Ross School of Business at the University of Michigan. Internationally, Thunderbird ranked above HEC Paris, SDA Bocconi School of Management and the National University of Singapore Business School.

Launched in 2023 as part of The Case Centre’s 50th anniversary, the Impact Index recognizes institutions based on the global reach and influence of their case writing.

Thunderbird’s continued success is driven by the Thunderbird Case Series and the Thunderbird Case Lab. Founded in 1996, the Thunderbird Case Series transforms real-world global management challenges into rich classroom materials that are central to the school’s educational model. To date, the series has produced more than 500 original cases, nine of which have received international awards for excellence and impact.

Euvin Naidoo, director of the Thunderbird Case Series and distinguished professor of Global Accounting, Risk and Agility, emphasized the unique power of the case method in preparing future leaders.

“Teaching with cases is an opportunity to bring real-world challenges into the classroom, encouraging critical thinking and practical application of theoretical frameworks,” Naidoo said. “This method not only builds analytical skills but also fosters empathy, communication and leadership among students. It's a dynamic and interactive way to learn, offering insights that prepare students for the complexities of leadership and decision-making. The joy and impact of case teaching lies in seeing students teach each other, with the professor guiding the discussion towards deep, actionable insights.”

Naidoo added that Thunderbird’s approach to case writing is deeply rooted in global perspectives and inclusive storytelling.

“As the director of the Thunderbird Case Series, I am deeply committed to fostering a global culture of curiosity and learning through cases,” Naidoo said. “My role involves guiding students and professors alike in crafting their first case studies and facilitating master-class workshops on best practices in case writing. We are proud to publish cases from around the world, emphasizing global perspectives, diversity and cutting-edge topics that align with Thunderbird's mission to develop global leaders ready to embrace new frontiers. This work is not just a job; it's a passion for advancing knowledge and understanding across international boundaries.”

A full list of Thunderbird’s prize-winning cases is available at thunderbird.asu.edu/cases.