2005 Winning Case Studies
- Grand Prize Winner
Jennifer Kaye, student; Paul A. Argenti, faculty adviser
Tuck School of Business, Dartmouth College
Title: Coca-Cola India
Abstract: On August 5, 2003, The Center for Science and Environment, an NGO in India, attacked the safety of Coca-Cola India's products in a press release titled "Twelve Major Drink Brands Sold in and around Delhi Contain a Deadly Cocktail of Pesticide Residues." Though Coke was well within the Indian government's legal limits for pesticide residue in beverages, the country's standards were weak and full of loopholes, making them meaningless. Coke India CEO Sanjiv Gupta had to decide on the most effective communication strategy to restore public trust and had to weigh a larger policy decision at the same time: Should Coke take on a leadership role and help create higher standards for food and beverage safety?
Prize: $5,000 to student; $1,500 to faculty adviser
This case study case may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
- First Place, Business Schools
Alexandra Ranson, student; Elizabeth Powell, faculty adviser
The Darden Graduate School of Business, University of Virginia
Title: Euronext N.V.: The Fight for LIFFE
Abstract: LIFFE, a prestigious British derivatives exchange, is up for sale. Euronext, an exchange recently formed from the merger of the Paris, Amsterdam and Brussels stock exchanges, wants to buy it. But Euronext is up against two much more established and powerful rivals -- and one of them is the hometown favorite. Will a high price be enough to win?
Challenging students to step into the shoes of Euronext's communications director to devise a plan to persuade LIFFE to choose Euronext, this case highlights the indelible link between strategy and communication, and the importance of cross-cultural awareness, positioning and message framing in the context of the Page Principles.
Prize: $2,500 to student; $650 to faculty adviser
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
- Second Place, Business Schools
Jennifer E. Bailey, Cameron A. McHale, and Shannon J. Rainer, students; James S. O'Rourke, faculty adviser
Mendoza College of Business, University of Notre Dame
Title: Starbucks Corporation: Can Customers Breastfeed in a Coffee Shop?
Abstract: A customer complaint prompts an increasingly powerful special interest group to target Starbucks as its next corporate victim. Led by Lorig Charkoudian, a "nurse-in" staged outside of a Maryland Starbucks store forces the company to address the complex issue of public breastfeeding. Varying constituent views and changing state legislation regarding breastfeeding complicate the situation even further. As a corporation that pride itself on diversity and sensitivity, Starbucks must decide how to satisfy its most profitable customer segments without discriminating against others or violating the law.
Prize: $1,500 to students; $350 to faculty adviser
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
- Third Place, Business Schools
April Mollerberg, student; Dr. Anne Grinols, faculty adviser
Hankamer School of Business, Baylor University
Title: United States Postal Service: Lessons in Crisis Communication
Abstract: Crisis, regardless of size or scope, is an inevitable occurrence for every organization. Organizations must be prepared to handle crisis situations; communication is one of the main ways to respond. The quality of communication will ultimately determine the success of the organization. This case analyzes the U.S. Postal Service response to crisis (anthrax scare of Fall, 2001) and offers insightful lessons in crisis communication for managers.
Prize: $800 to student; $200 to faculty adviser
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
- First Place, Communications/Journalism Schools
Megan Perry, Laura Chia, Meredith Stevens and Rupa Rajagopalan, students; Yan Jin, faculty adviser
School of Journalism, University of Missouri
Title: Managing the Tide, Marketing to Controversial Demographics
Abstract: This case is an in-depth look at how Procter and Gamble, a Fortune 500 company known for its wholesome family image, was caught in a marketing undertow. The company prides itself on targeting its most profitable customer demographic which recently included the gay market, causing a large and very public conflict of interest with the company's traditionally conservative base. Many global companies will have to address this issue of cultural acceptance in advertising. This case analyzes events leading up to the public accusations and steps the company took to preserve its reputation.
Prizes: $2,500 to students; $650 to faculty adviser
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
- Second Place, Communications/Journalism Schools
Alison Fors, Brandie Gonzalez, Elizabeth Hawkins, and Brittney McLaws, students; Brad Rawlins, faculty adviser
College of Fine Arts & Communications, Brigham Young University
Title: Boeing Co.: Government Contracts and Conflicts of Interest
Abstract: The Boeing Co. has consistently been an industry leader in this nation's aeronautical history. Despite this unprecedented success, Boeing's past has been littered with scandals, government investigations and litigation. During and after each of these conflicts, Boeing has made strides to revamp corporate ethical conduct and repair its damaged reputation. Once again however, Boeing is under the public scrutiny for improper employee contacts with government officials. As Phil Condit, Boeing CEO considers the situation, he must decide how to bring the battered company to its feet once again. Can Condit save the face of Boeing this time?
Prize: $1,500 to students; $350 to faculty adviser
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
- Third Place, Communications/Journalism Schools
Jounghwa Choi, student; Teresa Mastin, faculty adviser
College of Communication Arts & Science, Michigan State University
Title: How Dumplings Became Garbage?: The Korea Food and Drug Administration's Handling of a Food Scare.
Abstract: In June 2004, the Korea Food and Drug Administration (KFDA) had difficulty handling a spoiled food case, related to dumplings. Agitated by the sensational media reports under the title of "garbage dumpling," there was a tremendous public outcry. The KFDA's passive involvement in the investigation in the absence of communication with the police contributed to the circulation of inaccurate information that caused public confusion. Many of the alleged companies were later found to be innocent but not before severe damage to the dumpling industry. As KFDA mistakes were revealed, it appeared that the organization more often made excuses rather than take responsibility for its actions. In the absence of KFDA efforts to shape the issue accurately, the organization watched its public trust disappear.
Prize: $800 to student; $200 to faculty adviser
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
