European Case Awards 2008 presented in Paris

3 October 2008

An evening of success for INSEAD highlights the fruitful collaboration of faculty and former MBA students in authoring winning cases

The elegant Salons Etoile Wagram in Paris were a fitting venue for the presentation of the 18th European Case Awards on Thursday 2 October 2008 at a festive dinner. The 19th century salons were originally a sumptuous residence of a merchant who made his fortune in the coffee trade in Brazil, the location of the overall winning case. Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers was authored at INSEAD by Pierre Chandon, assisted by Pedro Pacheco Guimares, a former MBA student of Chandon, who flew in from Brazil for the awards presentation. Chandon paid tribute to the inspiration and input of Guimares in writing the case.

INSEAD's Manuel Sosa paid a similar tribute to another former MBA student, his case co author, Ritesh Bhavnani, who flew in from New York to receive the award in the Production and Operations Category. In all, INSEAD were presented with seven of the ten awards, the other three going to IMD, London Business School and the Cambridge Judge Business School, winning a European Case Award for the first time.

Frank Brown, Dean of INSEAD was present to accept the Sumantra Ghoshal Award for Excellence in Case Writing, which is awarded annually to the school where the overall winning case is authored. Dean Brown paid tribute to the honour the award represents. He regretted that he had never had the opportunity himself to meet Sumantra Ghoshal, one of the all-time 'greats' of case writing and teaching. However, he recalled the great respect and affection still felt at INSEAD for him by faculty colleagues since his time there (1985-1994), before he moved to London Business School until his untimely death in 2004.

Mark Jenkins, Chairman of the ecch Executive Committee introduced Richard McCracken, ecch's new Director, since March 2008. Presenting the awards for the first time, in a bilingual address, Richard congratulated the winning authors on the impact of their cases being used by students and executives, the world over. He reminded the guests of the objective process used to make the ecch awards, which are judged 'blind' using the statistics of the numbers of time the cases are used to teach at institutions worldwide.

Richard also thanked the sponsors of the awards. Susan Ward of the Chartered Institute of Marketing presented the award in the Marketing category. Particular thanks were reserved for the Boston Consulting Group (BCG) that has been associated with the European Case Awards since 2007. Jean-Marc Bellaiche, Partner and Managing Director and Head of European Recruitment at BCG, Paris underlined the critical importance of the case method to the consulting industry and to BCG in particular. It prepared MBA students in a uniquely appropriate way to become effective consultants and made recruiting them in significant numbers an important annual priority for the firm. Bellaiche recalled that the collaboration with ecch had been initiated after Nicolas Harlé, formally an INSEAD MBA student (as he was himself), now of BCG, had, won a European Case Award as a co author of Ludo Van der Heyden, his former professor.

View full details of the 2008 award winners

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On 1 July 2013 ecch changed its name to The Case Centre. Press releases prior to this date refer to ecch.