The Case Centre Awards 2018

INSEAD duo on topic with award-winning case

hot topic winner

L. Felipe Monteiro, Richard McCracken, Anne-Marie Carrick, Isabel Assureira, Associate Director, Publications & Copyright, and the INSEAD Case Publishing team

Alt textINSEAD’s L. Felipe Monteiro and Anne-Marie Carrick were the latest recipients of a 2018 Case Award at a presentation in Fontainebleau, France, last Thursday (31 May).

The pair received the Outstanding Case Writer: Hot Topic ‘Disruptive Change’ prize in front of Felipe’s MBA class, where he taught the winning case, The TAG Heuer Carrera Connected Watch: Swiss Avant-Garde for the Digital Age (A) & (B).

Establishing a close working relationship with protagonist and CEO Jean-Claude Biver, Felipe and Anne-Marie’s (research associate at INSEAD) case series focused on TAG Heuer becoming the first Swiss watchmaker to produce a smart watch (case A), which subsequently led to a second device (case B).

Felipe“It’s always an honour to receive an award from a prestigious organisation like The Case Centre, especially when it (the case) is assessed by an expert panel,” said Felipe, Affiliate Professor of Strategy.

“The case is about collaboration; how different people work together. There was a lot of collaboration between my INSEAD colleagues and I and the people at TAG Heuer, so it was pleasing to see all our hard work pay off.”

Prior to Richard McCracken, The Case Centre Director, presenting the INSEAD duo with their awards, Felipe delivered a session based around a previous visit the protagonist made to class, where he discussed the TAG Heuer Carrera Connected Watch.

Alt textRichard added: “Felipe and Anne-Marie’s winning case was in a competition category that had entries from 11 different countries.

“Felipe identified an opportunity with TAG Heuer, which is a great analytical skill to have. It was a well-built case with fantastic insight from the protagonist, the TAG Heuer CEO, Mr Biver. To build trust with such an engaging protagonist, which led to vital content gained, is a real mark of a talented case author.

“The research, writing and support on the case, chiefly provided by Anne-Marie, and videos produced by the case publishing team, was first class. And talking to Felipe, he pays tribute to the students’ input, who had an influence on how the case was written.”

To hear more from Felipe, click on the below video.

Meet winner L. Felipe Monteiro

Felipe explains what he particularly likes about the case method, TAG Heuer and ‘Disruptive Change’.

See all the prize winners

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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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