This case series won the Outstanding Case Writer Competition at The Case Centre Awards and Competitions 2020. #CaseAwards2020
Celebrating the win
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Unfortunately, due to the Coronavirus pandemic, we were unable to present the authors in person with their trophies for winning the Outstanding Case Writer Competition in 2020. We are delighted to celebrate the win by sharing these pictures of Stefano and Matthieu with their awards - congratulations! |
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Who – the protagonist
Corinne Vigreux, co-founder of TomTom, former head of TomTom's Consumer division, and currently head of TomTom's Group Strategy.
What?
TomTom is a Dutch software technology company. Although best known for its portable navigation device (PND), TomTom is now generating more than half of its revenues from location and navigation technology development, licensing and sales to automotive and hi-tech companies.
Why?
Constant disruption in hi-tech industries has forced TomTom to reinvent itself over and over again, initially through developing hardware and direct-to-consumer sales for its navigation software, then more recently, by refocusing on its expansive technology base to become a B2B navigation technologies market leader for automotive and hi-tech businesses.
Google's intrusion into TomTom's automotive space, through Google's recent win of a major automotive contract with Renault-Nissan-Mitsubishi, is TomTom's newest challenge.
When?
The case is set on 18 September 2018, the day when TomTom lost 25% of its share value following Google's announcement that they would be supplying Renault-Nissan-Mitsubishi's infotainment and navigation systems.
Where?
TomTom's global headquarters is in Amsterdam, but the company has offices in 35 countries and nearly 5000 employees.
Key quote
What next?
People love debating the future of mobility and the exciting changes taking place in the automotive industry. Which companies will emerge as the winners, or losers, in the transition to self-driving, electric vehicles? Both the traditional automotive manufacturers, as well as the largest tech firms, such as Google, Uber and Apple, are all positioning themselves for a stake in the new market.
Additionally, tech firms have repeatedly demonstrated that they can upend traditional industries faster than anyone ever thought possible. TomTom has cutting edge technologies in HD mapping, location, navigation, and traffic information, but its presence among automotive and tech giants poses huge challenges – and opportunities.
Plenty of competition
They said: “We the authors, as well as the school, are delighted! Although this is not the first time that an RSM case has won a Case Centre award, it is the first time that we have won the Outstanding Case Writer competition – a category that has many excellent case writers from all over the world competing for it. We are highly honoured.”
Topical choice
Explaining why the case proved so popular with the competition judges the authors commented: “First of all, the case is topical. It is about tech and disruption and how smaller firms can compete with giants like Google – a challenge that faces almost all technology firms regardless of the industry they are in.
"Secondly, the case is about B2B marketing and branding. While the majority of economic activity lies in the B2B sector, most marketing cases are about selling to consumers (B2C). The case fills that gap.
"Thirdly, the case provides counter-intuitive takeaways and several ‘Aha’ moments, which are well captured and explained in the teaching note.”
Changing industry
The team added: “The case kept evolving until the very end. Changes are taking place quickly in this industry, which explains why the case is so exciting. But it also posed a challenge when writing for a case discussion which should be interesting for a couple of years to come. That created a tension that was sometimes hard to put in to words.”
Pulling in the same direction
The authors concluded: “This case shows it is crucially important to have a close collaboration between faculty, case writer and company. The idea for this case came from an EMBA student in-company project. The faculties recognised its value, and together with a case writer, the student developed the case.
“Moreover, to have a good case, you need to have more than just a cool story. You have to put in a lot of additional effort to produce supporting materials such as videos and slides. That’s the best way to engage students.”
The case
Who – the protagonist
Corinne Vigreux, co-founder of TomTom, former head of TomTom's Consumer division, and currently head of TomTom's Group Strategy.
What?
TomTom is a Dutch software technology company. Although best known for its portable navigation device (PND), TomTom is now generating more than half of its revenues from location and navigation technology development, licensing and sales to automotive and hi-tech companies.
Why?
Constant disruption in hi-tech industries has forced TomTom to reinvent itself over and over again, initially through developing hardware and direct-to-consumer sales for its navigation software, then more recently, by refocusing on its expansive technology base to become a B2B navigation technologies market leader for automotive and hi-tech businesses.
Google's intrusion into TomTom's automotive space, through Google's recent win of a major automotive contract with Renault-Nissan-Mitsubishi, is TomTom's newest challenge.
When?
The case is set on 18 September 2018, the day when TomTom lost 25% of its share value following Google's announcement that they would be supplying Renault-Nissan-Mitsubishi's infotainment and navigation systems.
Where?
TomTom's global headquarters is in Amsterdam, but the company has offices in 35 countries and nearly 5000 employees.
Key quote
What next?
People love debating the future of mobility and the exciting changes taking place in the automotive industry. Which companies will emerge as the winners, or losers, in the transition to self-driving, electric vehicles? Both the traditional automotive manufacturers, as well as the largest tech firms, such as Google, Uber and Apple, are all positioning themselves for a stake in the new market.
Additionally, tech firms have repeatedly demonstrated that they can upend traditional industries faster than anyone ever thought possible. TomTom has cutting edge technologies in HD mapping, location, navigation, and traffic information, but its presence among automotive and tech giants poses huge challenges – and opportunities.
Author perspective
Plenty of competition
They said: “We the authors, as well as the school, are delighted! Although this is not the first time that an RSM case has won a Case Centre award, it is the first time that we have won the Outstanding Case Writer competition – a category that has many excellent case writers from all over the world competing for it. We are highly honoured.”
Topical choice
Explaining why the case proved so popular with the competition judges the authors commented: “First of all, the case is topical. It is about tech and disruption and how smaller firms can compete with giants like Google – a challenge that faces almost all technology firms regardless of the industry they are in.
"Secondly, the case is about B2B marketing and branding. While the majority of economic activity lies in the B2B sector, most marketing cases are about selling to consumers (B2C). The case fills that gap.
"Thirdly, the case provides counter-intuitive takeaways and several ‘Aha’ moments, which are well captured and explained in the teaching note.”
Changing industry
The team added: “The case kept evolving until the very end. Changes are taking place quickly in this industry, which explains why the case is so exciting. But it also posed a challenge when writing for a case discussion which should be interesting for a couple of years to come. That created a tension that was sometimes hard to put in to words.”
Pulling in the same direction
The authors concluded: “This case shows it is crucially important to have a close collaboration between faculty, case writer and company. The idea for this case came from an EMBA student in-company project. The faculties recognised its value, and together with a case writer, the student developed the case.
“Moreover, to have a good case, you need to have more than just a cool story. You have to put in a lot of additional effort to produce supporting materials such as videos and slides. That’s the best way to engage students.”
