20 February 2012
An unprecedented thirteen schools from seven countries in four geographical regions have produced winners in the 2012 ecch case awards and competitions. The annual case awards are made in Nine Categories, plus One Overall Winner, and one prestigious award recognising an Outstanding Contribution to the Case Method. The two competitions are for a new case in a Hot Topic (this year Social Media and Change), and for a New Case Writer.
- The Overall Winning Case was authored at INSEAD
- The Richard Ivey School of Business’ James A Erskine, Michiel R Leenders and Louise A Mauffette-Leenders scooped the Outstanding Contribution to the Case Method award
- Harvard Business School won Two Category Awards and the Hot Topic Competition
- Cambridge Judge Business School, Cranfield School of Management and Rotterdam School of Management, Erasmus University each won a Category Award
- IBS Research Center and ICMR Center for Management Research each won a Category Award
- An Ivey Publishing case authored at Nagoya University of Commerce & Business won a Category Award
- Stanford Graduate School of Business won a Category Award
- MIT Sloan School of Management, in partnership with Massachusetts General Hospital, shared the award for a New Case Writer with London Business School.
Please see Notes for Editors below for full details of award winners.
ecch, Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category
Yakov Bart, Pierre Chandon, Steven Sweldens and Raquel Seabra de Sousa
A INSEAD video case study focusing on the marketing strategies of Portuguese paper company Renova has won the overall global award for the best case study from ECCH (formerly European Case Clearing House). Renova differentiated itself from its peers -- some of whom are international paper companies such as Georgia Pacific -- through innovation...and the creation of Renova Black toilet paper, launching the rolls from supermarket shelves into fashion shows and designer boutiques. The project was directed by marketing professor Pierre Chandon and the video component was produced in-house at INSEAD. Professor Chandon and Renova CEO Paulo Pereira da Silva introduce the first video segment of the video case study...