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Welcome to our support website for the business case series “Tupperware Nordic: Challenges to Direct Selling in the Web 2.0 Era".

Read inspection copies of the Part A and Part B.



The head of Tupperware Nordic faces high turnover and low motivation of the sales consultants. He seeks to understand how to use social media in innovative ways to address these challenges and to modernize the image of Tupperware. Instead of making signifciant investments in IT infrastructure, he uses existing social media tools and focuses on building emotional capital inside Tupperware.

Teaching Objectives

The case can be used to do an industry analysis and conduct an assessment of the drivers of the company's competitive advantage. It shows how the use of the new communication technologies (such as social media) inside and outside the organization must be linked to understanding the sources of  competitive advantage. The case can be used to develop the concept of an organization's "emotional capital" as outlined in an article "Communities First, Money Second: Using Social Media to Build Emotional Capital in Your Organization" by Quy Huy and Andrew Shipilov, published in MIT Sloan Management Review.


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.