Each year, the EFMD Case Writing Competition celebrates the power of storytelling in management education. The 2024 edition showcased an impressive collection of cases spanning industries, regions, and institutions, all reflecting remarkable innovation, depth, and impact.

We continue this special interview series by spotlighting the voices behind these outstanding cases and celebrating their meaningful contributions to management development.

In this interview, we are pleased to feature Baris Silahcioglu and Carolina Duran Silva, from the International Institute for Management Development (IMD), winners in the “Responsible Business” category.

‘Not so black and white: Grupo Inca’s black alpaca dilemma’

1. Could you briefly introduce yourself and share your academic and/or professional background?

Baris: I am a finance, strategy, and transformation leader with over 20 years of experience, primarily in global corporations, but also in scale-ups and private equity-backed businesses. My work is driven by a strong entrepreneurial mindset and a hands-on approach, with a focus on improving financial performance, driving sustainable growth, and unlocking long-term value. I hold a BA in Economics and an Executive MBA from IMD Business School.

Carolina: I am a Mexican living in Switzerland, the Mom of an incredible 5-year old and the wife of a superhero.  My backbone in academics is in Finance and after my eMBA in IMD I have transitioned my career to digital transformation, and I am now a certified Portfolio Manager.  I have worked in the transportation, telecommunications, food, and investment banking industries, and for the last 15 years, I have worked in Nespresso and Nestle.  My goal is to become a board member and an academic in the future.

2. What personal or professional experiences inspired you to write this particular case?

Baris: My motivation for writing this case with two peers from my EMBA cohort came from the intersection of my long-standing interest in strategy and transformation and a growing personal commitment to sustainability and ethical business. Having worked in industries where commercial decisions often have far-reaching consequences, I have seen firsthand how complex it can be to align long-term strategic value with environmental and social responsibility.

The story behind this case fascinated me because it challenged the traditional boundaries of business decision-making. It posed important questions: Can you drive innovation without compromising biodiversity? Can a legacy company become a sustainability champion without undermining profitability?

Carolina: I am a proud Latin American and as a mom and as a conscious citizen, very passionate about sustainability topics.  Working in collaboration with Vanina Farber was the cherry on the cake.  I was intrigued on how Incalpaca company had merged technology with the ancestral knowledge of alpaca wool production to create a solution that added value to the business and saved an animal species at the same time.

3. What story were you aiming to tell through your case, and why do you believe it resonates today?

Baris: At its core, the case tells a story about responsibility, not just for a company’s actions, but also for the consequences of those actions over time. That distinction between intention and impact is something we wanted students to deeply reflect on.

We live in a time when businesses are increasingly expected to act as champions of environmental and social systems, not just engines of profit. This case reflects that shift, inviting readers to explore how strategic decisions intersect with ethics and sustainability. It also challenges the idea that “doing nothing” is a neutral option, especially when a company holds influence in a fragile ecosystem. I believe this message resonates today more than ever, particularly in the context of biodiversity loss and climate action, where leaders must recognize that inaction can carry as much weight as action.

Carolina: The story of sustainable value creation and business evolution with empathy and respect for the indigenous communities and the local species.  It resonates today when in the Americas, the sustainability topic has been relegated for political and economic gains.

4. How did working on this case challenge or shift your perspective as an educator or researcher?

Baris: Co-writing this case was a powerful learning experience that pushed me beyond the usual frameworks of strategy and finance. It challenged me to think more holistically, not just about how decisions are made, but also about who they impact, and for how long.

I came into the program with a strong business background focused on financial performance, transformation, and value creation. Through this case, I reaffirmed how deeply interconnected those goals are with ethical responsibility and sustainability.

As EMBA students, we are trained to analyse business problems using tools like financial models, strategic frameworks, and performance metrics. But when co-writing a case, especially one involving sustainability and ethics, that is not enough. You also need to tell a story that captures real human decisions, dilemmas, and trade-offs. That requires empathy and the ability to build a narrative that brings complexity to life.

Carolina: I am not an educator or a researcher…yet.  But I always mention that Vanina’s first feedback on our initial draft was “make it funny and endearing, make sure you and whoever reads enjoy it”.  That was a shocker at first and a powerful advice at the end.  Marked me in many ways.

5. If there’s one key insight or message you would like readers or students to take away from your case, what would it be?

Baris: The key message is that leadership means being accountable not only for what you do, but also for the consequences of your actions, both direct and indirect. In a world where the domino effects of business decisions can impact ecosystems and communities, ethical and strategic thinking must go hand in hand.

I hope readers walk away with the understanding that long-term value creation includes responsibility, and that sometimes, the most courageous choice is to act, even when doing nothing might seem safer.

Carolina: Don’t overestimate what developing economies’ impact.  Use and leverage on the knowledge you already have.  Be respectful and thankful to the natural resources that provide you with wealth, and give back to them.  All animals (and colours) are beautiful; you just need to bring value to their diversity. Have fun and make the best of your project, it will show your readers.

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The Sponsor’s Commentary

The category “Responsible Business” is kindly sponsored by the University of Canterbury. EFMD deeply appreciates the invaluable sponsorship, the profound expertise, and the dedicated efforts of the University of Canterbury in supporting the Case Writing Competition.

1. Could you share a brief overview of your institution?

The UC Business School is a medium-sized School at the University of Canterbury in Christchurch, New Zealand. The UC Business School’s strategy includes a strong focus on sustainability, and our researchers are world-leading in supporting sustainable business practice in a wide range of areas. Our researchers are known as global thought leaders in Sustainability, Indigenous Knowledge, Organisational Resilience, and Entrepreneurship and Innovation. As one of the most industry engaged Business School’s within New Zealand, the School prides itself on research that makes a positive impact and we support the development of students who are ‘prepared to make a difference’.

2. What inspired your institution to sponsor this particular category in the EFMD Case Writing Competition?

The UC Business School is “In the business of making a difference”. Sponsoring the Responsible Business Case Writing Competition allows us to communicate our commitment to this value to a the academic community, and help to develop case resources that can be used to this community to educate and support future responsible management leaders.

3. What trends or challenges in the business world make this category especially relevant right now?

This category is particularly relevant as governments are not doing enough to mitigate the negative impacts of consumption and production on the environment and people, especially in terms of climate change. Now more than ever we need the efforts of business to support consumers and take positive actions for transformative change.

4. What stood out to you most about the winning case in your sponsored category this year?

The winning case was rated Excellent by our judges on almost every category. In particular, the case stood out for its comprehensive teaching notes and use of technology to enhance the student experience in the classroom.

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About Sponsorship

EFMD Case Writing Competition is proud to have dedicated sponsors who drive management education towards impactful teaching and learning. Sponsoring a category allows you to showcase your institution’s expertise in the specific field of management education in the wide EFMD network. The choice of category, its exact definition and any specific conditions are the privileges of the sponsor. Sponsorships for the following categories are currently available: Bringing Technology to Market, Continuous Improvement: the Journey to Excellence, and Finance and Banking. If you are interested in sponsoring the mentioned categories or launching a new category relevant to case writing and teaching, please contact Petra Grestenbergerova at petra.grestenbergerova@efmdglobal.org.

More information about the 2024 EFMD Case Writing Competition can be found on the EFMD Case Writing Competition page. Please visit The Case Centre’s webpage to access the collection of the winning cases. Follow the upcoming interviews from this series.