The Case Centre Awards 2016

Award presented to Wolfgang Ulaga and Athanasios (Saki) Kondis

Richard McCracken, Caroline Meriaux and Jeremy Ghez

(L to R: IMD President, Dominique Turpin, Athanasios (Saki) Kondis, Wolfgang Ulaga, and The Case Centre's Director, Richard McCracken)

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The winning entry in our Hot Topic Case Writing Competition, GE Healthcare India (A), (B) and (C), was praised by The Case Centre’s Director, Richard McCracken as ‘creative and influential’.

At a special celebratory event held at IMD, Richard presented the trophies to the winning authors, Wolfgang Ulaga, a Research Professor of Marketing and Co-Executive Director, Center for Services Leadership at Arizona State University, and Athanasios Kondis, a Research Associate at IMD. IMD President, Dominique Turpin, attended the event along with faculty and the development team.

Richard said it was a pleasure to be at IMD, a centre of case writing and teaching excellence.

Special case

‘This is a special case, meeting the Hot Topic of 'East Meets West' perfectly,’ he said. ‘It did so in a very creative and influential way and it's interesting for several reasons.

‘Firstly, it's written as a three-part case series, partly to meet the needs of executive education, but also to link three separate elements: product creation and innovation; approaches to the market and segmentation; and sales. The three taught together give a wonderful narrative through the case.’

Richard went on to say that the Hot Topic category was very popular this year, with many high quality entries.

‘But the winning case easily stood out,’ said Richard. ‘The case was held in very high esteem by the judging panel and we’re delighted to be able to recognise your achievement.’

Saving lives

Wolfgang explained he had learnt the technique of writing cases at IMD and that the Hot Topic ‘East Meets West’ was very dear to their hearts.

‘Saving the lives of babies with technology is not just a fancy commercial argument for GE, it's really important,’ he said. ‘We hope this case reaches as many people as possible to promote understanding in other firms and other contexts about how to do B2B marketing in emerging countries. The award helps us to get the word out.’

Team effort

Saki thanked The Case Centre for the award and all the effort it puts in to promoting the case method.

‘I’d also like to thank the IMD editors for doing some great editing of the cases and teaching note, particularly Lindsay who worked on this case,’ he said. He also thanked Wolfgang for being a great mentor.

Dominique congratulated Wolfgang and Saki on winning the award and writing a great case. He also thanked everyone involved and noted that it was a team effort with support from faculty, editors, research associates and Marco Mancesti, R&D Director at IMD.

‘As a great believer in the case method, I’m very pleased to see that Wolfgang and Saki are perpetuating the great tradition of case writing at IMD.’

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Take part in our annual awards and competitions and compete against the best in the world.

Our awards are presented to the most widely used cases across the globe in the past year in nine management categories and a free case category. We also present an Overall Winner Award, and Outstanding Contribution to the Case Method Award.

Our competitions celebrate exceptional case writers, first-time case writers; the best case in our ‘hot topic’ category; a remarkable compact case; and outstanding case teaching achievements.

View our 2018 winners


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