International Case Competition@Maastricht 2024

Sixteen internationally recognised and accredited business schools sent their teams for this competition. They competed against each other on three challenging business cases, two of which lasted for four hours and the final case lasting 24 hours. All cases addressed entrepreneurship, digitalisation, responsible leadership and/or sustainability as the main issues of today and tomorrow.

Date of the competition: 12 - 18 May 2024 

Achievement: Global 2nd Place

REP Students: Christian Lim and Khoo An Xian

Product/Proposal:  During the Grand Finals, the team proposed an overarching strategy for Starbucks (the finale case company) to deepen its engagement with Gen Z consumers in the Asia Pacific. Their approach included the launch of a premium product line and the provision of an enhanced cafe experience that is in line with macro trends seen amongst APAC’s youth. The judges comprising academics and executives from the business world recognised the team’s depth of analysis, attention to cultural nuances and outstanding presentation.