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European Case Awards 2010 announced

1 March 2010

London Business School wins the overall prize at the 2010 European Case Awards and IMD scoops the most individual category awards in a year when case topics reflect the recession

London Business School has won the overall award in the European Case Awards for the third time in the history of the Awards with Red Bull: The Anti-Brand Brand by Nirmalya Kumar, Nadar Tavassoli and Sophie Linguri Coughlan. The subject characterised 2009, a year of recession in which cases about the food and drinks industries dominated. London Business School also took a category award in the production and operations management category with a case on the groceries distributor Ocado, authored by Mark Frohlich of London Business School and Ken K Boyer of the Broad College of Business, Michigan State University.

Nirmalya Kumar, Professor of Marketing, is emerging as one of the most successful case authors in the European Case Awards, which uses an objective system in which cases are 'judged blind' on the number of organisations who have ordered the case from ecch to teach with during the preceding three years. He won two awards in 2009 for London Business School and single categories with other co-authors in 2005, 2002 and 2001 while based at IMD. (View historical data on the Awards)

This year, IMD was the most successful school in terms of the number of awards achieved, winning three of the nine category awards with cases on Nestlé, the fishing industry and ABN AMRO - one of the other represented topical business areas: banking. INSEAD won two category awards, one on the Ford Ka in collaboration with Singapore Management University and one on Michelin.

One award each went to: AESE - Escola de Direcção e Negócios a first time winner with a case about The Grameen Bank, a provider of micro-finance to people in poor countries; Cranfield University School of Management together with EABIS (European Academy of Business in Society) for a case on the values behind the innocent drinks brand; and to IESE Business School for a case on the Apple iPhone.

Richard McCracken, Director of ecch said "The 2010 Awards reflect the growing number of schools writing successful teaching cases and we are delighted to welcome AESE - Escola de Direcção e Negócios to the top table of European case authoring schools. The case subjects also reflect, year-on-year, the subjects teachers want for their classes. Gone from the Awards for now are the airlines, pharmaceuticals and technology businesses, as companies providing the basics: groceries, take the current new spotlight in the classroom."

The Awards will be presented at a ceremony in London in September. To celebrate their 21st birthday in 2011, the Awards will become a global event and two new competition categories are to be added for which authors will be invited to submit entries. Each year the ecch executive committee will identify an emerging 'hot topic' in the classroom, which for 2011 will be 'Renewable and sustainable energy, technology and development'. The second new category will be 'New case writer' for a first teaching case. Information will shortly be available and submissions invited before 30 September 2010. Schools and authors can sign-up to receive information when it becomes available at www.ecch.com/casecompetition.

The results in full

Overall winner

Red Bull: The Anti-Brand Brand 
Nirmalya Kumar, Nader Tavassoli and Sophie Linguri Coughlan
London Business School
Ref 505-098-1

Special award

The Sumantra Ghoshal Award for Excellence in Case Writing
London Business School

Economics, Politics and Business Environment

Transforming the Global Fishing Industry: The Marine Stewardship Council at Full Sail?
Ulrich Steger, Alexander Nick, Oliver Salzmann and Aileen Ionescu-Somers
Ref IMD-2-0083


The Grameen Bank: Credit as a Human Right
Eugénio Viassa Monteiro and Ana Janeiro Dias
AESE - Escola de Direcção e Negócios
Ref 807-055-1

Ethics and Social Responsibility

innocent Drinks: Values and Value
Robert Brown and David Grayson
Cranfield University School of Management and EABIS
Ref 708-041-1

Finance, Accounting and Control

Deal Making in Troubled Waters: The ABN AMRO Takeover
Didier Cossin and Luc Keuleneer
Ref IMD-1-0276

Human Resource Management / Organisational Behaviour

Leading Across Cultures at Michelin (A)
Erin Meyer and Sapna Gupta
Ref 409-008-1

Knowledge, Information and Communication Systems Management

Apple's iPhone: Calling Europe or Europe Calling?
Sandra Sieber, Josep Valor and Jordan Mitchell
IESE Business School
Ref SI-0167-E


sponsored by The Chartered Institute of Marketing
Ford Ka: The Market Research Problem (A)

Markus Christen and David Soberman
Seh-Woong Chung
Singapore Management University
Ref 503-082-1

Production and Operations Management

Ocado: An Alternative Way to Bridge the Last Mile in Grocery Home Delivery
Ken K Boyer
Broad College of Business, Michigan State University 
Mark Frohlich
London Business School
Ref 602-057-1

Strategy and General Management

Nestlé's Globe Program (A): The Early Months
Peter Killing
Ref IMD-3-1334

Press queries, requests for interviews etc

Antoinette Mills, ecch 
t +44 (0)1234 756416
e a.mills@ecch.com

Emma Simmons, ecch Consultant Communications
t +44 (0)1727 832994
e e.simmons@ecch.com

Notes for editors

ecch is the largest single source of management case studies in the world, with more than 63,000 items in its catalogue, available through www.ecch.com. An independent, membership-based, non-profit organisation, ecch has offices at Cranfield University, UK and Babson College, USA. ecch is dedicated to supporting authors and users of case studies and promoting the case method of learning. It provides the interface between the authors of cases and the educational institutions and businesses that use them for teaching and learning.  ecch has an international programme of case writing and teaching workshops and events.

ecch European Case Awards have been presented by ecch annually since 1991 to provide formal recognition and exposure for successful case authors and their institutions and to raise the profile of the case method of teaching. Awards are made in up to nine management categories, plus one overall winning case for each year. In 2004 the annual Sumantra Ghoshal Award for Excellence in Case Writing was inaugurated in memory of one of the greatest case writers of all time and is presented to the school at which the overall winning case was authored. www.ecch.com/caseawards

How are award-winning cases judged? 

All ecch-registered cases authored or co-authored in Europe are put forward for the Awards.  ecch identifies winning cases through an objective process - cases are judged anonymously. The winning case in each category is the one that has achieved the highest growth in popularity worldwide. 'Popularity' is measured by the number of new and existing universities and business schools that have ordered the case studies from ecch to teach with during the preceding three years. A case that has won a category award in a previous year cannot win again, but is eligible for the overall award. (The 2010 overall award winning case won the marketing category in 2009).

Sponsor ecch thanks the Chartered Institute of Marketing, sponsor of the marketing category of the Awards since 1991. 

The case method of learning was pioneered in the early 20th Century at Harvard University. It has become the favoured teaching method of most of the world's leading business schools.

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