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Welcome to our support website for the business case “Justin Trudeau Wins 2015 Canada Election: Creating a Blue Ocean in Politics”.

Read an inspection copy of the case.



The case describes how Justin Trudeau came from a seemingly hopeless third place (in the party rankings) to win a stunning majority and become Canada's 23rd prime minister. Trudeau's win is analysed through a Blue Ocean lens, showing how his campaign broke with the traditional rules of engagement by reaching out to non-voters, and increasing willingness-to-vote while lowering the cost-of-voter acquisition.

Teaching objectives

The case can be taught in any course that includes BOS, in MBA, GEMBA and Executive Education programmes, notably the BOS OEP. It can be used to let students/participants apply the BOS toolkit (value curves, etc.) to explain Trudeau's win.

How to buy the case

  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.