April 10, 2026. Shanghai — The results of the 2025 European Foundation for Management Development (EFMD) Case Writing Competition have been announced, with China Europe International Business School (CEIBS) securing 2025 Case Writing Awards in three categories—its strongest performance to date.

The case “Overseas Acquisition of a Vietnamese Factory: The Implementation Journey of Man Wah’s ‘China +1’ Strategy”, co-authored by CEIBS Professor of Accounting Ding Yuan, Research Assistant Hu Jingyuan, and Case Centre Operations Head and Case Researcher Dr. Huang Xiayan, won in the Belt-and-Road category.

The case examines how Man Wah Holdings—a leading global producer of motion sofas—responded to shifting US–China trade dynamics. With 50–60% of its revenue previously derived from exports to the United States, the company adopted a “China+1” strategy, relocating part of its production capacity to Vietnam to mitigate tariff risks. The case also explores challenges related to operational efficiency, cross-cultural management, and supply chain localisation, offering strategic insights into overseas expansion and risk management.

The authors noted that developing the case provided deep exposure to real-world managerial challenges, prompting reflection on how firms can navigate an increasingly complex global environment. They expressed hope that the case will foster meaningful discussion and offer practical insights to companies facing similar globalisation pressures.

The case “‘Glocal and Global Leaders: Leadership Development in Schneider Electric”, co-authored by CEIBS Professor of Management Jean Lee, Principal Case Researcher Zhao Liman, and Research Assistant Zheng Fu, won in the China–Europe Human Leadership category.

Focusing on Schneider Electric, the case explores how organisations develop both “global” and “glocal” leaders in a complex international business environment. Centred on the leadership development of Executive Vice President Zhang Zongming, it presents a decision-making scenario involving the selection of a global senior leader from three high-potential candidates.

The case highlights Schneider Electric’s leadership frameworks, including the nine-box talent matrix and the “3A” model, as well as its multi-hub organisational strategy. Notably, it introduces an AI-driven “digital twin” approach, enabling participants to compare human judgement with AI-assisted decision-making and identify cognitive biases.

The authors emphasised that the case redefines leadership in complex environments by examining how “glocal” leaders bridge local ecosystems and global strategy. They also highlighted a new paradigm in which technology augments—rather than replaces—human insight and expressed appreciation to Schneider Electric executives for their openness.

The case series “From ODM to Consumer Brand: Keeson Incubating Softide”, co-authored by CEIBS Professor of Marketing Wang Yajin and Senior Case Researcher Zhu Qiong, won in the Bringing Technology to Market category.

The case examines Keeson and its transition from an ODM manufacturer to a brand-led business. The company incubated brands including Softide; following the surge in popularity of Softide smart beds during the Beijing 2022 Winter Olympics, Keeson faced a strategic decision between maintaining dual brands or focusing on a single brand. Ultimately, it chose to concentrate resources on Softide.

By early 2024, however, Softide faced intensifying competition and new challenges in achieving market differentiation. The authors noted that many OEM/ODM firms in China are undergoing similar transformation pressures, with Keeson representing a typical case. They highlighted the tensions inherent in such transitions, including trade-offs between manufacturing and branding logic, short-term returns and long-term capability building, and the complexities of managing multiple brands. The case aims to facilitate in-depth classroom discussion on capability transformation, strategic focus, and brand positioning.

About the EFMD Case Writing Competition

Launched in 1988, the European Foundation for Management Development Case Writing Competition attracts more than 400 submissions annually and seeks to promote innovative and impactful case writing and teaching.

CEIBS has consistently performed strongly in the competition. Recent achievements include awards in the Family Business and Belt-and-Road categories in 2024; Women in Business and Entrepreneurship in 2022; Corporate Social Responsibility and Latin American Business Cases in 2021; and Responsible Leadership in 2020.