Grand Prize

Brynn Harris and Allison Ogilvy; Dr. James Scofield O'Rourke, IV, Ph.D., faculty advisor, Mendoza College of Business, University of Notre Dame

Title: Google: Entrance into the Chinese Market and Government Censorship

Abstract:
In January 2006, Google announced that it would be providing China with its own portal, providing faster service than the existing Chinese version of its U.S. site, as well as increasing Google's chances at capturing China's estimated 111 million regular Internet users. Despite the corporate "Don't be evil" policy, Google agreed to censor its search results in compliance with Chinese laws. U.S. media and human rights groups brought the issue to public attention severely damaging Google's reputation and share price. Rebuilding Google's reputation while balancing their idyllic corporate philosophy with the need to grow and capture market share is its challenge.

Prize: $5,000, students; $1,500 faculty advisor

Teaching notes will be made available to faculty upon request.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

First Prize, Business School

Meghan Carter, Matt McHale and Tom Triscari; James Scofield O'Rourke, IV, Ph.D., faculty advisor, Mendoza College of Business, University of Notre Dame

Title: Bristol Myers Squibb: Patents, Profits and Public Scrutiny

Abstract:
In September 2006, Bristol-Myers Squibb announced it had fired CEO Jim Dolan, who had led the company since 2001. Dolan's termination was the result of a failed patent protection agreement with Canadian pharmaceutical company Apotex. The agreement was to prevent Apotex from releasing a version of Plavix, Bristol-Myers' blockbuster blood thinner medication that had revenues of $5.9 billion and accounted for 30% of Bristol-Myers' total sales. Federal regulators refused to sign off on the deal and started an investigation into the agreement. Bristol-Myers was faced with an upcoming Plavix patent protection trial, as well as a need to find a way to regain stockholder trust.

Prize: $2,500, students; $650 faculty advisor

This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

First Prize, Communication/Journalism School

Terri Ann Bailey, Ph.D. candidate; Assistant Professor Elizabeth Dougall, faculty advisor, University of North Carolina at Chapel Hill

Title: McDonald's Corporation and the Issue of Health and Nutrition

Abstract:
This case study provides the opportunity to assess the critical corporate communications function of issue management for McDonald's in regard to the issue of diet, health, and nutrition. Specifically, the case explores the company's strategic communication responses to more than 15 years of criticism from mainstream and marginal advocacy and activist groups for promoting obesity and health problems among the populace at large.

Prize: $2,500, students; $650 faculty advisor

This case study can be downloaded by clicking here.

The teaching note for this case will be made available to faculty upon request. To download the PowerPoint, please click here.