Winners of the 26th CEEMAN & Emerald Case Writing Competition Announced
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The 26th CEEMAN Case Writing Competition was organized for the fourteenth time in cooperation with Emerald Group Publishing. A total number of 63 cases from 15 countries (Colombia, Egypt, France, India, Mexico, Pakistan, Philippines, Russia, Saudi Arabia, South Africa, Spain, UAE, UK, Ukraine, and Uzbekistan) were submitted for the competition.

The judging panel consisted of Vladimir Nanut, MIB School of Management, Italy; Al Rosenbloom, Dominican University, USA; and Leif Sjoblom, IMD, Switzerland. The panel selected short-listed cases, reviewed them, and evaluated them based on the competition criteria.

The following cases were selected as the winners:

Winner: Biotronik: Bypassing the commodity trap of medical devices in South African healthcare, Geoff Bick and Stephanie Barden, University of Cape Town, Graduate School of Business, South Africa

“This is a great honour for the UCT Graduate School of Business, myself and Stephanie, and our Case Writing Centre, to be receiving this CEEMAN and Emerald case writing award, particularly as the competition is becoming more intense.  Despite the pandemic, cases continue to play an important role in the learning experience, even in virtual classrooms.  This is also a wonderful welcome present to our new GSB Director, Professor Catherine Duggan, to highlight the GSB’s international recognition in teaching cases.” Geoff Bick

First runner-up: Peebuddy: Ladies, It’s Time to Stand-Up, Neena Sondhi, International Management Institute, New Delhi and Rituparna Basu, International Management Institute, Kolkata, India

"CEEMANS/Emerald  case competition is amongst the most respected and coveted case awards and recognition for any case writer across the world; to be awarded the first-runners up place in the competition is an absolute honour, as one is evaluated with some of the best case writers and academicians across the world. Pee Buddy is a very special case, on the face of it, it is about an innovative product and the decision dilemma of scaling-up with the right strategies. However, there are deep layers of cultural barriers that go against its successful adoption; thus, it is insightful and thought-provoking. So, the first-runners up prize at the 26th CEEMANS case competition and that too for Pee Buddy makes it a double celebration. We look forward to participating in the award ceremony in September 2020.” Neena Sondhi

"I wish to express my gratitude to CEEMAN and Emerald for consistently managing this highly regarded platform to encourage passionate case writers from across the world showcase their best teaching cases.  I am overwhelmed to receive this prestigious award, competing with some of the finest case writers from across the world. This will surely keep me inspired to give my best to case writing and contribute with impactful learning tools towards quality management education. Interestingly, writing the Peebuddy case has been thoroughly enriching as it narrates a bold business story with a wishful vision for a world that is inclusive and liberal in mind-set. The quest of a male protagonist to address women's issues and the atypical business dilemmas around it certainly adds to its novelty. I am certain that the incomparable network of CEEMAN and Emerald would help our teaching case reach real classrooms across the global academia as we will continue to cherish this wonderful recognition of our effort." Rituparna Basu

Second runner-up: Sustainable growth in times of crisis: L'Oréal Russia, Daniil Muravskii, Snezhana Muravskaia, Elena Romanova, and Valeria  Kudinova, IBS-Moscow, RANEPA, Russia

"We are a group of two marketing professors and 2 dedicated bachelor students from the international relations program of IBS-Moscow. This case is very special to us for several reasons. Firstly, it deals with urgent topics related to crisis management and COVID-19, which we have found extremely interesting to study and write about in the hope to create an up to date study material for business courses. Secondly, the case deals with a long-term corporate partner - Loreal, which kindly shared somewhat sensitive information and stories to us, showcasing once more their dedication to constantly support and give back to the community, especially in times of social and economic difficulties. We are grateful and honoured to receive the reward from the esteemed CEEMAN and Emerald competition organizers, and hope that our work can help disseminate sustainable and impactful practices further." Daniil Muravskii

The winners will receive monetary prizes from Emerald, publication of the case in Emerald Emerging Markets Case Studies, and full/partial scholarships for CEEMAN’s International Management Teachers Academy-IMTA, as well as free participation at the 28th CEEMAN Annual Conference (23-25 September) where they will officially  receive their awards.

For more information on the Competition, please visit

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