Case Competitions as a Tool to Build Brands and Reputation

Abstract: Aim: We aim to broaden the view and the understanding of what a case competition is and how it can be used beyond its use as an educational method of teaching and learning. More specifically, the purpose is to explore the phenomenon of case competitions as a branding tool from a strategic brand management perspective. Design/Methodology/Approach: A multi-case study approach inspired by Grounded Theory allowed us to study the involvement of Nespresso, EY, Pfizer, Export Development Canada, Elisa, KPMG, and Deloitte in case competitions through in-depth semi-structured interviews. Findings: In our thesis, we define Corporate Case Competitions as an activity where organisations engage in case competitions with the desire to create a strong brand and reputation by offering stakeholders the opportunity to experience their core values. We found that corporations use case competitions with internal as well as external brand building motives with different focus areas per company. Our research showed that case competitions mainly are used with a focus on corporate engagement, employer branding, and establishing a strong corporate reputation. Based upon our findings, we created the Corporate Case Competition Matrix to map how case competitions can be used by organisations. The Corporate Case Competition Matrix identifies four distinct strategies organisations could use depending upon how passively or actively they engage with Corporate Case Competitions. Originality/Value: Our research is one of the first of its kind as it takes a strategic brand management perspective towards case competitions, exploring its strategic value to build brands and reputation. Additionally, we attempted to reveal the core managerial motives of why organisations engage in case competitions. Finally, a categorisation of potential strategic uses of case competitions adds a deeper understanding of the contemporary concept of Corporate Case Competitions to the field of strategic brand management.