Newswise — A business case study co-authored by Assistant Professor Haiyang Yang of the Johns Hopkins Carey Business School was recognized as “Overall Winner” in the Case Centre Awards and Competitions for 2016.
Yang shared the honor for most outstanding business case with co-author Pierre Chandon, the L’Oreal Chaired Professor of Marketing, Innovation and Creativity at INSEAD. Their work, “L’Oreal in China,” examines the marketing and turnaround of the Chinese luxury cosmetics brand Yue Sai.
The Case Centre is one of the world’s largest distributors of business education materials. Published business cases are evaluated on the basis of their adoption by established institutions globally. To date, “L’Oreal in China” has been used in courses at more than 30 major business schools internationally, including the University of Pennsylvania’s Wharton School of Business, INSEAD, the University of Chicago’s Booth School of Business, Northwestern University’s Kellogg School of Management, Duke University’s Fuqua School of Business, and New York University’s Stern School of Business. In addition, the case study has been made available in multiple languages.
“Cases can help students experience the role of business executives in formulating, evaluating, and implementing solutions to real-world business problems. They are a valuable pedagogical tool,” said Yang.
He added: “Cases are also one way for me to connect scholarly research insights with the new business situations that managers are facing on the front line, driving me to think more deeply about my own research endeavors. Through the L’Oreal China case, my co-author and I closely interacted with L’Oreal China CEO Alexis Perakis-Valat, luxury brand manager Stephane Wilmet, and many other executives at the firm. This experience enhanced my understanding of how to prepare students for positions at leading global firms like L’Oreal and also the types of research insights that are needed to empower firms to achieve success in emerging markets.”
Valerie Suslow, vice dean for faculty and research at the Carey Business School, said, “Case studies are an essential part of any business school curriculum. The L’Oreal case study explores important new ground, which is the role of luxury products in emerging markets. This honor for Haiyang Yang is richly deserved, and all of us at Carey take pleasure in congratulating him on his achievement.”
This is the second major award for “L’Oreal in China,” which in 2014 was named “Best Marketing Case” in a competition sponsored by the French Marketing Association.
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