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Friday, May 27, 2016

Winners of 2015 Global Contest for “Best China-Focused Cases”

- Case co-authored by CEIBS Prof. Chen Weiru wins top prize

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May 27, 2016. Shanghai – To understand the biggest challenges enterprises are facing in China these days, look no further than the 280 case studies that were submitted from top b-schools and research institutions around the world for consideration in the 2015 Global Contest for the “Best China-Focused Cases”. It is the first global case competition co-organized by CEIBS, the Shanghai MBA Case Development and Sharing Platform, and the Global Platform of China Cases, and it aims to promote research on unique management issues in the Chinese environment from a global perspective. Entries came from institutions in eleven countries across Asia, Europe and North America, with cases exploring a variety of topics such as globalization (both Chinese companies going abroad and foreign companies operating in China), start-up challenges, cross-border M&A, Chinese manufacturers moving up the value chain, and both successes and stumbles by foreign companies trying to reach China’s massive consumer market.

The two final winning cases came from a CEIBS and Xiamen University case writing team and one from a pair of case writers from IBS Hyderabad in India. CEIBS Associate Professor of Management Chen Weiru and co-authors Chen Chuang and Lin Ciwu of Xiamen University wrote the case “O2O Transformation in Rongchang Laundry Chain Services: Incubating an ‘e-Washing’ Platform”. The other top case, titled “One Plus: A Chinese Tech Start-up Aiming to Disrupt the Global Smartphone Market” came from Maseeha Qumer and Debapratim Purkayastha of IBS Hyderabad in India.

The case from Prof. Chen and his co-authors explores how a traditional brick-and-mortar laundry company, seeing the impact that the Internet has had on traditional industries, transformed its business model by leveraging online technologies to create a complete O2O (online-to-offline) platform system for its business.  The case from the IBS Hyderabad writers looks at the development and challenges faced by Chinese smartphone start-up One Plus as it sought to break into the highly competitive smartphone sector. Each of the two final winning case writing teams received an RMB 100,000 prize.

There were also seven Nominated Award Winning Cases in which the case writing teams each received an RMB 50,000 prize. They are:

  • “Defying High Barriers to Entry: The Marketing Mix of 759 Stores” by Ailie Tang and Monica Lo, The University of Hong Kong

  • “KEMET’s Chinese Integration Team (A)(B)(C)(D)” by Katherine Xin and Zhong Jin, CEIBS

  • “Li-Ning Co. Ltd.: A Leading Chinese Company Stumbles” by Daniel Han Ming Chng and Zhao Ziqian, CEIBS

  • “Luxury Retailer Louis Vuitton in China: Losing Lustre or Adding Color?” by Punithavathi Srikant, Amity Research Centers, Headquarter, Bangalore, India

  • “Three Squirrels: An Online Brand’s Rapid Rise to Success” by He Jiaxun and Wang Haili, East China Normal University

  • “World’s Largest Retailer in the World’s Most Populous Country Wal-Mart in China” by Geeta Singh, IBS Hyderabad, India

  • “Yum! Brands in China: Facing Brand Fatigue” by Doris Rajakumari John, Amity Research Centers, Headquarter, Bangalore, India

    The submitted cases went through a rigorous four-stage judging process, which included an initial blind review and group review, during which case authors’ names, organizations, and any other possible indentifying information was hidden in order to guarantee an impartial review. After this phase, 155 cases met the criteria of the Shanghai MBA Case Library and they moved on to be evaluated for the “Nominated Case Awards”. During this phase six experts from Shanghai Jiaotong University, Tongji University, East China Normal University, East China University of Science and Technology, Shanghai University of Finance and Economics, and Shanghai University reviewed the cases to select a total of nine cases for the list of Nominated Case Awards. Those cases were then submitted to a panel of international experts who chose the two Final Winning Cases in the competition.

    The international judging panel for the final review was:

  • Professor, General Management at Ivey Business School and Director, Ivey Publishing P.W. (Paul) Beamish;

  • Professor of Marketing, L’Oréal Chaired Professor of Marketing-Innovation and Creativity at INSEAD Pierre Chandon;

  • Director of the Case Centre Richard McCracken;

  • Professor, General Management at the School of Economics & Management, Tongji University and Honorary Dean, School of Management, Shanghai University You Jianxin;

  • Professor of Management and Director of CEIBS Case Center and President-Elect of IACMR Liang Neng.

CEIBS Case Center will announce the details of the 2016 Global Contest for “Best China-Focused Cases” in June and it is preparing to launch a new online system for ChinaCases.org. For more information on the next competition email chinacases@ceibs.edu or call +86 21 2890 5345.