Recognised for Consistent Commitment to Deliver Quality New Case Teaching Materials
INSEAD, the leading international business school, dominated the European Case Awards by winning seven of the nine awards, as well as the Overall Award, for the second year in a row. The school has received the Overall Award more than 10 times in the 17-year history of the ecch European Case Awards.
INSEAD cases received high honours across several categories, including Entrepreneurship; Economics, Politics and Business Environment; Finance, Accounting and Control; Human Resource Management/Organisational Behaviour; Production and Operations Management; and Strategy and General Management. The award ceremony took place in Paris on 2 October.
An INSEAD business case study by Professor Pierre Chandon and Pedro Pacheco Guimaraes about Unilever and marketing strategies for low-income consumers won the Overall Award. The case deals with the question of whether marketing and branding create value for low-income customers.
‘We are delighted that INSEAD has again been recognised with the majority of European Case Awards,’ said J. Frank Brown, Dean of INSEAD. ‘This honour truly underscores the commitment of our outstanding faculty and research teams to develop case studies that have global reach and impact.’
The Overall Award enables INSEAD to reclaim the Sumantra Ghoshal Award for Excellence in Case Writing for a second year in a row. The award, named after the visionary management guru Sumantra Ghoshal, recognises one case each year for its exceptional content and overall impact. INSEAD professor Pierre Chandon won the Overall Award for a second consecutive year and Professor Regine Slagmulder won again this year in the Finance, Accounting and Control category.
INSEAD faculty members received seven of the nine Case Awards in the following categories:
| Case Award Category | INSEAD Professor(s) | Name of Case |
|
Economics, Politics and Business Environment |
Douglas Webber and Ulla Fionna | Manulife in Indonesia (A) & (B) |
| Entrepreneurship | Christine Blondel | The Resort in Pueblo Valley (A) |
| Finance, Accounting and Control | Regine Slagmulder and Jaeita Mukherjee | Customer Profitability Analysis and Value Based Management at Barclays Bank |
| Human Resource Management/Organisational Behaviour | Anca Metiu and Lynn Selhat | Shield: Product Development in a Distributed Team |
| Production and Operations Management | Manuel Sosa and Ritesh Bhavnani | IDEO: Service Design (A) |
| Strategy and General Management | W. Chan Kim, Reneé Mauborgne, Ben Bensaou and Matt Williamson | Even a Clown Can Do It: Cirque du Soleil Recreates Live Entertainment (B) |
|
Overall |
Pierre Chandon and Pedro Pacheco Guimaraes | Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers |
“The European Case Awards demonstrate that cases have a significant impact on business education at undergraduate, MBA and executive level far beyond the authoring school,” said Mark Jenkins, Chairman of the ecch Executive Committee. “We have been impressed by INSEAD’s consistent commitment to support the production of quality new case teaching materials, as evidenced in its repeated Awards’ success.”
The European Case Awards have been presented annually since 1991 by ecch, an independent, non-profit, membership-based organisation dedicated to promoting the case method of learning. Sponsored by The Boston Consulting Group, the Awards recognise the authors and institutions of cases that have achieved the highest growth in popularity worldwide. The organisation measures ‘popularity’ by reference to the number of institutions that have ordered a case in which to teach.
