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ecch Case Awards 2013 produce new winners and new winning schools

25 February 2013

Excellence and innovation in case writing and teaching is spreading worldwide. An unprecedented seven schools from across the world were first-time winners in the 2013 ecch Case Awards and Competitions.

Summary of results: (Please see Notes for Editors for full details of each Award)
  • For the first time, the Overall winning case was authored at Warwick Business School
  • First-time award/competition winning schools: CEIBS, ENPC School of International Management, ESMT European School of Management and Technology, Geneva School of Business Administration, Ruhr-Universität Bochum, SP Jain School of Global Management and UCLA Anderson School of Management
  • Innovation in Case Teaching (new competition) was won by faculty from Geneva School of Business Administration and SP Jain School of Global Management with a case tailored to the new, virtually connected, multi-location generation of students by building gaming and a ‘playful hunt for information’ into their case study through an online classroom
  • New Case Writer went to Felipe Caro of UCLA Anderson School of Management also making history by winning a category award with the same brand new case
  • Hot Topic – The Business of Sport went to Urs Müller and Ulrich Linnhoff, ESMT European School of Management and Technology, with Bernhard Pellens, Ruhr-Uni Bochum. ESMT also won a category award with another case co-authored by Müller
  • Outstanding Contribution to the Case Method award went to Peter Killing, IMD
  • Harvard Business School won three category awards
  • INSEAD won one award and shared a second (with CEIBS)
  • ENPC School of International Management and University College Dublin each won one category award.

Richard McCracken, Director of ecch said: “This year’s Awards show how the art of case writing and teaching is being practiced at a high level at ever more business schools across the globe. Schools that traditionally excel in the Case Method are still producing winners, but no longer dominate the Awards. Case teachers worldwide are innovating and looking beyond tried and tested school brands and teaching approaches to identify and develop powerful and relevant new materials and ways to use them.”

Professor Mark Taylor, Dean of the Warwick Business School (WBS) said, “The achievement of Overall Winner of the ecch Case Awards by Loizos Heracleous and Angeliki Papachroni illustrates the impact WBS is having on business education worldwide. Strategic Leadership and Innovation at Apple Inc has already been used by 31 organisations in 17 countries. We are delighted with the Award and the recognition it gives to the creation of new knowledge at WBS and the importance we place on enabling a classroom experience of the highest quality.”

Professor Peter Killing, winner of the Outstanding Contribution to the Case Method award said: “I am very pleased that ecch gives recognition to good case writing, as cases, for me, lie at the heart of the teaching process. A great case leads to great classroom dialogue and that leads to learning.”

Urs Müller traces his case writing success back to an ecch case writing workshop he attended in 2007: “I am in no doubt that the skills and insights I acquired from the experienced case experts at the workshop helped me to develop my case writing and achieve success with my cases.” (Urs Müller, ESMT, won his first ecch category Award (with Konstantin Korotov and Ulf Schäfer) and was co-winner of the Hot Topic Case Writing Competition with a case about a German Football club.)

Case subjects

The 2013 award winners revealed a particularly wide variety of subjects being taught in the current business school classroom. Apple was the subject of the Overall winner and the Entrepreneurship category. The achievement of Felipe Caro (UCLA Anderson School of Management) winning New Case Writer and the Production and Operations Management category with the same new case about Zara is worthy of note because Zara is already a main subject of more than 25 cases in the ecch catalogue. Doing business in China, and the ethical aspects of it, featured in the winners of both the Economics, Politics & Business Environment and the Ethics & Social Responsibility categories. The winner in the Knowledge, Information & Communication Systems Management category also highlighted ethical issues, this time in Africa.

*The annual awards are made in nine categories, plus one Overall winner, and one prestigious award recognising an Outstanding Contribution to the Case Method. The three Competitions are for a new case in a Hot Topic (this year The Business Of Sport), for a New Case Writer and for Innovation in Case Teaching (NEW in 2013).


Antoinette Mills
+44 (0)1234 756416


Emma Simmons
+44 (0)1727 832994

Notes for Editors:

1. 2013 ecch Case Award winners in full

2. Competition winners

3. Outstanding Contribution to the Case Method – biography

4. Awards judging criteria

5. ecch

1. ecch Case Awards 2013 – winners in full

Overall winner
Strategic Leadership and Innovation at Apple Inc
Loizos Heracleous and Angeliki Papachroni
Warwick Business School

Economics, Politics and Business Environment
Levendary Café: The China Challenge
Christopher A Bartlett and Arar Han
Harvard Business School

Design Thinking and Innovation at Apple
Stefan Thomke and Barbara Feinberg
Harvard Business School

Ethics and Social Responsibility
Blue Monday

Henri-Claude de Bettignies and Charlotte Butler

Finance, Accounting and Control
New Heritage Doll Company: Capital Budgeting

Timothy Luehrman and Heide Abelli
Harvard Business School

Human Resource Management / Organisational Behaviour
"Do you really think we are so stupid?” A Letter to the CEO of Deutsche Telekom

Konstantin Korotov, Urs Müller and Ulf Schäfer
ESMT European School of Management and Technology

Knowledge, Information and Communication Systems Management
M-PESA (Kenya): Mobile Financial Services for the Financially Excluded in Society
Tawfik Jelassi and Stephanie Ludwig
ENPC School of International Management

Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States
Andrew T Stephen

Production and Operations Management
ZARA: Staying Fast and Fresh
Felipe Caro
UCLA Anderson School of Management

Strategy and General Management
Ryanair - The Low Fares Airline: Whither Now?
Eleanor O’Higgins
University College Dublin

2. Competition winners

'Hot topic': The Business of Sport
Defining the Purpose for Borussia Dortmund GmbH & Co. KGaA
Urs Müller and Ulrich Linnhoff, ESMT European School of Management and Technology
Bernhard Pellens, Ruhr-Universität Bochum

New case writer
ZARA: Staying Fast and Fresh

Felipe Caro
UCLA Anderson School of Management

Innovation in case teaching – NEW Award
Teaching the Virtually Real Case Study
Sabine Emad, Geneva School of Business Administration
Wade Halvorson, SP Jain School of Global Management

3. Outstanding contribution to the case method – biography

Peter Killing, IMD

Canadian, Peter Killing is Professor of Strategy at IMD and has a PhD in Business Strategy from Western University, Canada.

Professor Killing has been described by colleagues as is a truly remarkable case teacher, who is a master at running case discussions - possibly the most gifted - as attested to by many students and participants. He has 79 cases registered in the ecch catalogue, including many award winners and multiple best sellers. He has a wide following at both IMD and The Ivey Business School in Canada, where he previously taught.

Professor Killing’s major research interest is the interface between strategy and leadership, especially in businesses implementing must-win battles and is currently examining these issues in family businesses. Recent cases include PepsiCo in Mexico, a turnaround situation that was driven by the creation of must-win battles; Crompton Greaves, a study of an Indian company proposing to make an acquisition in Belgium; and a series on the creation of Nestlé’s nutrition business. Now semi-retired, he lives in Western Canada (Victoria).

4. Awards judging criteria:

Subject categories and overall winner: ecch identifies winning cases through an objective process – cases are judged anonymously. All cases registered with ecch during the last five years are put forward for consideration. The winning case in each category is the one that has achieved the highest growth in popularity worldwide based on sales to individual organisations during the last calendar year. A case that has won a category award in a previous year cannot win again, but is eligible, once, for the overall award (eg the 2010 overall award winning case won the marketing category in 2009).

Outstanding contribution to the case method:Nominations are collected by ecch and the executive committee, and the committee votes for a winner from the shortlist.

Case writing competition categories: All submissions must have been tested in the classroom, completed in the specified time frame and be in English. They may be compiled from field research, published sources or generalised experience. Authors may submit a single case or a case series. The case, or case series, must be a maximum of 5,000 words, excluding exhibits and annexes. Each submission must be accompanied by a teaching note for which there is no word limit.

Innovation in case teaching competition category: Entrants must provide a statement explaining their innovative use of cases in business education teaching. The statement should include why and how this example positively affected student learning. Testimonials from colleagues and students must be included.

Hot topic: For 2013 cases were invited that feature a business situation within the area of 'The Business of Sport'. Judging panel members:

  • Simon Chadwick, Coventry University Business School
  • Mark Jenkins, Cranfield University School of Management
  • Richard McCracken, ecch
  • Rainer Staub, Swiss Sailing Team AG
  • Maria Stefan, IE Business School.

New case writer: Submissions must be the first teaching case in any business subject area, prepared by the author(s) in a format that can be used by other case teachers. Judging panel members:

  • Scott Andrews, Cardiff University
  • Richard Jolly, London Business School
  • Richard McCracken, ecch
  • Kulwant Singh, National University of Singapore.

Innovation in case teaching: Designed to recognise dedicated management educators that are achieving excellence through innovative, creative approaches to case teaching. Judging panel members:

  • David A Garvin, Harvard Business School
  • Ulrich Hommel, EBS Business School
  • Nirmalya Kumar, London Business School
  • Richard McCracken, ecch.

5. ecch is the largest single source of management case studies in the world, with more than 82,000 items in its catalogue, available to everyone 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, 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. 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 Case Awards are presented annually. Formerly the European Case Awards, they have been presented since 1991. www.ecch.com/caseawards

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