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Last weekend saw China’s first international case competition, where students from the US and China competed in teams to win prize money of $8,000. The event was organised by the Cheung Kong graduate school of business in Beijing.
The 2008 East-West MBA All-Star Case Challenge featured Asian teams - from Tsinghua University, the National University of Singapore and Cheung Kong - and US teams - from the University of Chicago GSB, the Darden school at the University of Virginia, Carnegie-Mellon’s Tepper school, Ohio State University and the University of Washington.
Teams had to create a marketing solution for 2008 designed to overcome the difficulties the Chinese brewery Tsingtao faces in developing its brand in North America. Tsingtao sponsored the case competition.
The Foster School of Business at Washington University in Seattle took the $5,000 first-place school team prize. There was also a prize for the best mixed team, which comprised students from Cheung Kong, Chicago and Darden. The winning ideas were to market the beer with seafood and to develop a new brand targeting younger drinkers under the name “Tao”.