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Tuesday, December 3, 2019

CEIBS Hosts the Second Batch of 2019 Case Master Development Camp

December 2-3, 2019. Shanghai – Around 128 faculty members from 86 schools and universities in Greater China visited CEIBS’ Shanghai campus on December 2-3 for the second batch of the 2019 Case Master Development camp.

In his welcome speech, CEIBS Case Center Director and Accounting Professor Chen Shimin introduced the major functions of his department, such as supporting CEIBS’ professors’ case development efforts. The center’s collaboration with 13 local business schools to establish the Shanghai MBA Case Development and Sharing Platform and to promote the Global Platform of China Cases (ChinaCases.Org) is another key function. Finally, promoting the development and teaching of China-focused cases through hosting the camp twice a year, and organising the Global Contest for the Best China-Focused Cases are also among the center’s most important tasks.

Professor Chen Shimin gave a welcome address

CEIBS faculty members, including Gong Yan, Professor of Entrepreneurial Management Practice; Lin Chen, Assistant Professor of Marketing; Liang Neng, Professor Emeritus; and Prof. Chen Shimin, elaborated on how to teach and develop cases. In addition, two CEIBS case writers shared their wealth of experience about case development. This experience sharing session, newly designed in response to feedback from participants at the first batch of 2019 Case Master Development Camp, was well received.

Specialising in lean start-up methodology, Professor Gong Yan expounded his views on models and test parameters of lean start-ups based on his case “The Lean Start-up: Fresh Fresh”, which gave participants a more profound understanding of the topic. He also referenced entrepreneurship, a discipline without much theoretical support, as an example to enlighten participants on case development and teaching.

Professor Gong Yan

Prof. Lin Chen impressed the class with her “FamilyMart: Internet + Strategy” case, which won the Best Case Award of 2016 Contest. She not only led a discussion on traditional retail businesses’ transformation amidst the new retail environment, but also shared four key learnings from her experience of case development and teaching: First, integrate theory with practice to solve a problem; second, try your best to follow your own teaching methodologies instead of following other established methods; third, leverage the writing on the blackboard to keep your students’ attention focused on your lectures; and, fourth, lend an ear to your students.