Announcing The Case Centre’s 30th Awards and Competitions Winners

Red carpet leading to The Case Centre Awards and Competitions 2020 results


The 11 Awards and five Competitions are an annual celebration of excellence in case writing and teaching at schools of business, management and government worldwide. This is the 30th year of the Awards, which have been global since 2011 (European Case Awards until 2010).

The 2020 results are characterised by increasing diversity, especially in numbers of women achieving success, and also by record numbers of individuals and institutions winning their first Award or Competition.

The Outstanding Contribution to the Case Method was won by Caren Scheepers of the Gordon Institute of Business Science, University of Pretoria (GIBS Business School). This result represents a first time win both for the School, and for Caren Scheepers, who becomes the fourth female winner in the ten years of the Outstanding Contribution to the Case Method Competition. This is the second time an African institution has won in the history of the Awards.

The Overall Winning Case on Microsoft’s change in its mindset culture since 2014, was authored at London Business School, which wins the Overall Award for the fourth time (the first time since the Awards went global in 2011). It is a first time Award success for Herminia Ibarra, Aneeta Rattan and Anna Johnston, and notably the first time a case with exclusively three female authors has won any Award.

2020 reflects growing diversity in business education. For the first time there are equal numbers of male and female Award/Competition winners: 17 male and 17 female. The preceding four years averaged just 29% of female winners.

Outstanding Case Writer success went to Rotterdam School of Management, Erasmus University (Steven Sweldens, Stefano Puntoni, Niela Kleinsmith, Tao Yue) and TomTom Automotive (Matthieu Campion) and showcases advancing female diversity in case protagonists across the Awards – now at a record 31% – and notably, in the tech sector in this case.

Commenting on the Awards, Richard McCracken, Director of The Case Centre said:

The 2020 Awards and Competitions mark their 30th anniversary and the 10th year of being global. We see a record number of successful female authors – now equal in number to their male counterparts – as well as more new winning institutions and authors than ever before. Though schools long associated with cases continue to win Awards, the results show that the method is no longer their sole domain.

“Almost every region of the world is now producing Award winning schools, authors and case topics. Today’s students right across the globe have the opportunity of being taught with the best case method materials and by recognised outstanding educators.

“Because the Awards are made based on data of actual uptake in education, they provide an annual snapshot of the topics being used to teach business and management. Issues such as Ethics are now central to more cases than ever before. Meanwhile the Competitions allow an evaluation of authors and teachers around the world who might otherwise remain undiscovered.”

Further highlights

Outstanding Case Writer: Hot Topic was won by INSEAD. This year’s topic was ‘Diversity and Discrimination’. Authors Zoe Kinias and Felicia A Henderson won with a case about the Australian property group Mirvac.

Outstanding New Case Writer is the first Awards’ success for Russia, with new individual and institutional winners in Alexander Korchagin, Moscow State University and Vera Cherepanova, Studio Etica, with their case on an ethical dilemma in a restaurant setting.

Outstanding Case Teacher was won by Urs Mueller, and gives SDA Bocconi School of Management its first Case Centre Awards and Competitions’ success.

The 2020 Awards and Competitions consolidate a year-on-year trend of diversity in successful schools and individuals represented. There were a record nine first-time, winning institutions (in 2019: five): Aalto University School of Business, GIBS Business School, IE Business School, London College of Fashion, Moscow State University, SDA Bocconi School of Management, Studio Etica, TomTom Automotive, University of Vaasa, and a record 22 first-time, individual faculty/research winners (in 2019: 18).

Multiple Award/Competition winning schools in 2020 were: Harvard Business School (two), ICFAI Business School (two) and INSEAD (three), each of which has enjoyed success in previous years. Four single category winning schools have also enjoyed previous success: University of Virginia Darden School of Business, Rotterdam School of Management, Erasmus University, and University of St. Gallen.

Winning case subjects included for the second consecutive year President Trump, in a case from University of Virginia Darden School of Business in the Economics, Politics and Business Environment category. In the tech field both Apple and Microsoft are represented, as are Snap Inc, TomTom and Tesla. Ethical/Social Enterprise issues feature as the central theme in three winners, as does Big Data in two.

Results in full


Overall winner
Satya Nadella at Microsoft: Instilling a Growth Mindset
Herminia Ibarra, Aneeta Rattan and Anna Johnston, London Business School

Economics, Politics and Business Environment
Trump Says the WTO is a Disaster
Peter Debaere, University of Virginia Darden School of Business

Boost M6700 (A) & (B): Buyer-Seller Negotiation
Horacio Falcão and Heather Grover, INSEAD and Kriti Jain, IE Business School

Ethics and Social Responsibility
TOMS Shoes: The Buy-one-give-one Social Enterprise Business Model
Natascha Radclyffe-Thomas and Ana Roncha, London College of Fashion

Finance, Accounting and Control
Snap Inc’s IPO (A)
Marco Di Maggio, Harvard Business School

Human Resource Management / Organisational Behaviour
Pushing the Right Buttons: Global Talent Management at KONE Corporation
Adam Smale, University of Vaasa, Ingmar Björkman and Johanna Saarinen, Aalto University School of Business

Knowledge, Information and Communication Systems Management
Big Data Strategy of Procter & Gamble: Turning Big Data into Big Value
Debapratim Purkayastha and Vinod Babu Koti, ICFAI Business School (IBS)

Predicting Consumer Tastes with Big Data at Gap
Ayelet Israeli and Jill Avery, Harvard Business School

Production and Operations Management
Apple and Conflict Minerals: Ethical Sourcing for Sustainability
Debapratim Purkayastha and Adapa Srinivasa Rao, ICFAI Business School (IBS)

Strategy and General Management
The Marvel Way: Restoring a Blue Ocean
W Chan Kim, Renée Mauborgne and Michael Olenick, INSEAD

Free case
Tesla Motors Business Model Configuration; Case Study Update; from Tesla Motors to Tesla
Erwin Hettich and Günter Müller-Stewens, University of St. Gallen


Outstanding Contribution to the Case Method
Caren Scheepers, Gordon Institute of Business Science, University of Pretoria

Outstanding Case Teacher
Urs Mueller, SDA Bocconi School of Management

Outstanding Case Writer
TomTom: Mapping the Course from B2C to B2B
Steven Sweldens, Stefano Puntoni, Niela Kleinsmith and Tao Yue, Rotterdam School of Management, Erasmus University and Matthieu Campion, TomTom Automotive

Outstanding New Case Writer
Meat Puppets. Ethical Dilemma in a Restaurant Setting
Alexander Korchagin, Moscow State University and Vera Cherepanova, Studio Etica

Outstanding Case Writer: Hot Topic ‘Diversity and Discrimination’
Mirvac: Building Balance (A) & (B) Zoe Kinias and Felicia A Henderson, INSEAD

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The Case Centre is the independent home of the case method and is dedicated to advancing the case method worldwide, sharing knowledge, wisdom and experience to inspire and transform business education across the globe. It is a not-for-profit organisation and registered charity.