品味经典案例 铸就精英谋略.doc

Experience Classical Cases Achieve Elite Strategies2006 Harvard Business ReviewCase ContestOrganizers:Shanghai Economic Committee Shanghai Jingan District Government HBR (Chinese Edition)Planner: SinoSound Consulting Co.,Ltd Participants:All Well-known Business Schools in Asia Pacific Region Case supportor:Shanghai Jingan District GovernmentMedia Partners: The Economic Observer, CBN Daily, Oriental Morning Post, Weekend Pictorial, and The Bund.Exclusive Portal Website Partner: Financial and Economic Channel of S Internet Support: Chinese websites of Wall Street Journal and Financial TimesPrefaceThis is an age known for its abundant uncertainties. In the unpredictable actual battle of business world, challenges are ubiquitous. The “case method” initiated by Harvard Business School has created an “experience-based” mode of thinking, which emphasizes developing the decision-making and analyzing abilities of business elite by simulating actual business cases. The Case Contest organized by the Chinese edition of Harvard Business Review will transform this analyzing and decision-making process into an intellectual Olympic Games. In the contest, you will get a glimpse of the best MBA students and the business leaders of forefront companies in Asia Pacific region interacting with each other and exchanging inspiring ideas and opinions resulting from clashes of different cultures. It offers you the opportunity to appreciate the graceful bearing of business elite of the most dynamic region in the world!Part One: Background IntroductionI. Introduction to Harvard Business Review Case ContestHarvard Business School first adopted “case method” in 1921. It has fostered the mostly-wooed MBA graduates in the world by stimulating their innovative thinking through vivid reproduction of different scenarios, making Harvard cases the rage worldwide. As the Chinese disseminator of the philosophy of Harvard case study, the Chinese edition of Harvard Business Review has found favor in Chinese readers eyes for its “HBR cases”.In 2003, Harvard Business Review organized the first case contest among famous business schools in China, which created an effective platform of communication for theories and practices, and business schools and leading enterprises through the perfect combination of classical HBR cases and the contest. It turned out to be a great annual event for excellent business managers in China to get together and conduct brainstorming.II. Review on Previous Case Contests of Harvard Business ReviewHarvard Business Review has held three case contests since 2003. The scale of the event grew steadily from 20 teams of 2 business schools at the very beginning to 150 teams of 10 famous business schools countrywide in 2005, which included the Economic Management School of Tsinghua University, Peking University, Peoples University of China, the Management School of Fuda University, and Antai Management School of Jiaotong University. The contests selected some business cases of well-known companies and invited experts, scholars and operators of the business world to examine and appraise the results of participating teams. They also invited many domestic main-stream media to promote the contests, and discussed and exchanged their management ideas and thinking with all those who showed interest in the contests through the lively, fair and authoritative events. Many famous media related to the area also competed with each other to report the great event (Dragon TV, Shanghai TV News & Comprehensive, China Business Network, CCTV-9, Fortune Section of The Bund, Management column of The Economic Observer). Some famous portal websites in China including Sina and 163.com also quoted and posted news about the contests, and conducted online voting and event broadcasting.III. Introduction to 2006 Harvard Business Review Case Contest1. Survey of the EventBased on previous contests, the 2006 Case Contest will not only reach more places, but collect more resources in terms of promotion channels. It has attracted the active participation of best business schools in China as well as other famous business schools in Asia Pacific region, and obtained vigorous support from many well-known enterprises and governmental institutions. During the event, apart from promotion through the Chinese edition of Harvard Business Review and the MBA association of all participating schools, there will also be live broadcast on famous portal websites and full coverage of the contest on different mainstream newspapers in China.2. Scale of the EventThe 2006 Harvard Business Review Case Contest will be conducted in two stages. Stage one is for intra-school contest, and stage two for inter-school contest. The intra-school contest will be carried out inside 40 business schools across the country, and winners will have the chance to take part in the Fifth Harvard Business Review Case Contest. The inter-school contest will invite famous business schools in China and Asia Pacific region to compete with each other.Part Two: Introduction to 2006 Case Contest (Inter-school Contest) ProjectI. Aim of the ProjectProvide new ideas of regional economic development through brainstorming among famous business schools at home and broad, and promote the brands of the business circle on Nanjing road in Jingan District through the activities of the event.II. Significance of the ProjectBy attracting MBA students of famous business schools at home and abroad to participate in the “2006 Harvard Business Review Case Contest”, it will initiate the discussion over the development of Nanjing road in Jingan District in the way of case analysis. Meanwhile, it can integrate various resources and promote interaction among different parties to present Shanghai, especially Nanjing road in Jingan District, in a better way to the world. It hopes to encourage more well-known foreign companies to invest in Shanghai and Jingan District to accelerate the construction of service industry center on Nanjing road, and ultimately achieve long-term economic development of the city.III. Project SurveyContest target: MBA students of famous business schools in Asia Pacific region.No. of contestants: 40-50 personsDate: August 25-26, 2006Participating schools (ranking unrelated to priority):- 8 -www.HBRCPeking University National University of SingaporeTsinghua University The Hong Kong University of Science & Technology Fudan University Shanghai Jiaotong UniversityCheung Kong Graduate School of BusinessChina European International Business SchoolNational Taiwan UniversityThe Winner from the first phase (intra-school contest)Members of Examination and Appraisal Committee (6-10 persons):Shanghai Jingan District Deputy Governer Shen MinShanghai Economic Committee Director Ye JianhuaShanghai Economic Committee Deputy Director Gao YunHarvard Business Review Chief Planner Katherine XinHarvard Business Review Editor in Chief Jack YanFrench Business Council Director American Business Council DirectorMembers of Corporate Assessment Team (20-30 persons):Top management of famous retailing companies, real estate companies, high-end consumer goods companies, hotels, tourist and cultural and entertaining companies on Nanjing road;Top management of Fortune 500; andTop management of international famous consulting companies.Audience (150-200 persons):Government officials concerned about the actual study on business management, top management of various companies, and experts and scholars from business schools;EMBA and MBA students from top business schools in Asia Pacific region;Representatives from Fortune 500;High-end business readers of Harvard Business Review;Top business managers of various famous companies in Shanghai.Case Proposition:2006 Harvard Business ReviewMay,30: signing up ofParticipating B-school9 June: Complete case writingJune 30, Complete sponsor seekingMay 29: Complete media partner SeekingJune1,Contest PR campaign StartsAugust2: Press conferenceAugust26 (Evening): Reception dinnerJuly14: Distribute case to participating TeamsAug.,22-24: On-site inspection by Participating teamsAugust25-26:Case ContestThe 2006 Harvard Business Review Case Contest has obtained the vigorous support of governments on various levels. With the support of Jingan District government, this contest has chosen “how to turn Nanjing road in Jingan District into one of the symbolic shopping areas in the world” as its case proposition. As the benchmark of business circle construction in China, the business circle on Nanjing road presents itself as a business case of realistic significance and reference value. The purpose of choosing this proposition is to explore, exchange and summarize the experience on the development of core business circles in metropolitans, and initiate further thinking and inspirations by combining local cases with city development.Awards:1st prize: Cash award of RMB25,000, and a set of Harvard Business Review magazines for a whole year for each team member;2nd prize: Cash award of RMB10,000, and a set of Harvard Business Review magazines for a whole year for each team member;3 individual prizes: Cash award of RMB2, 500.IV. Operation processKey step one: Press conference 2 August, 2006Agenda of the press conference:Invite the organizers, coordinating parties, Jingan District government, and other related sponsors and organizations to attend the press conference. The conference will first give an introduction to the event, and then arrange interviews on specific topics including the governments planning on business circle, major sponsorship, business movements, and detailed activities of the organizers.Media to be invited:CCTV-2, Dragon TV, Shanghai Oriental TV, Shanghai TV Station, China Business Network, Phoenix Satellite TV, Lotus TV, National Business Daily, Shenzhen Economic Daily, China Economic Times, China Business Times, Guangming Daily, Guangzhou Daily, International Finance News, Economic Information Daily, Xinhua News Agency Shanghai Branch, News China, Youth Daily，Eastern Chinas edition of Peoples Daily, China Economy, China Business, China Youth Daily, China Daily, Shanghai Morning Post, Xinmin Evening Post, Jiefang Daily, Wenhui, Money Weekly, Economic Daily, Shanghai Securities Journal, China Securities Journal, Shanghai Business, Shanghai Daily, Shanghai Wednesday, Shanghai Times, Shanghai Weekly. Key step two: Distribute the case to each participating team at the same time2 August, 2006Key step three: Each team carries out on-the-spot inspection22-24 August Contestants check in20-21 August On-the-spot inspection22-24 AugustThe participating teams will carry out on-the-spot inspection of the operating situation, human characteristics, business layout and street environment of the business circle according to project plan, and visit related governmental departments and companies. The media will follow up and report their inspection.List of companies to be inspected:Department stores on West Nanjing roadKey step four: Formal contest and award dinner party25-26 August, 2006 Preliminary contest the morning of 25 AugustThe preliminary contest will be conducted in two sites, with five teams on each site. The teams will expound their research results on How to Plan the Business Circle on Nanjing Road, and the examination and appraisal committee will ask questions, give their assessment and announce their scores on the site. In the end, each site will select one winning team and one individual award for best performance. Final contest the afternoon of 26 AugustThe two winning teams from the preliminary contest will enter the final contest. They are required to further expound their research results on How to Turn Nanjing Road in Jingan District into One of the Symbolic Shopping Areas in the world, and the examination and appraisal committee will ask questions, give their assessment and announce their scores on the site. The winning team will be selected in the end. Award dinner party the evening of 26 AugustThe award dinner party will start right after the contest. Relevant governmental departments, leaders of each business school and top management of companies will be invited to hold brief discussions on How to Turn Nanjing Road in Jingan District into One of the Symbolic Shopping Areas in the world, and summarize and review the results of the contest, so as to encourage people from different areas to offer their suggestions on the development of Nanjing road and invite outside investment to the business circle.The seminar will be followed by an award dinner party. The organizers will award cups and cash awards to the winning team and thank different parties for their support.Note: 1. See Explanation of the Rules of Harvard Business Review Case Contest for the regulation of the contest. 2. See attachment for the agenda of the award dinner party. V. Advertisement and PromotionTimeFormChannelMediaBefore final contest (April Mid August)ADPrint mediaHarvard Business Review, The Economic Observer, Weekend Pictorial, The Bund, CBN Daily, Oriental Morning PostWeb mediaHBR websiteSinaPress ConferencePrint mediaThe Economic Observer, Weekend Pictorial, The Bund, CBN Daily, Oriental Morning Post, National Business Daily, Shenzhen Economic Daily, China Economic Times, China Business Times, Guangming Daily, Guangzhou Daily, International Finance News, Economic Information Daily, Xinhua News Agency Shanghai Branch, News China, Youth Daily, Eastern Chinas edition of Peoples Daily, China Economy, China Business, China Youth Daily, China Daily, Shanghai Morning Post, Xinmin Evening Post, Jiefang Daily, Wenhui, Money Weekly, Economic Daily, Shanghai Securities Journal, China Securities Journal, Shanghai Business, Shanghai Daily, Shanghai Wednesday, Shanghai Times, Shanghai WeeklyWeb mediaSina, 163, TOM, YAHOO China, Hexun, Sohu, Eastday, Shanghai Hotline, WSJ (Chinese website), FT (Chinese website), HrootTV mediaCCTV-2, Dragon TV, Shanghai Oriental TV, Shanghai TV Station, China Business Network, Phoenix Satellite TV, Lotus TVNews coveragePrint mediaThe Economic Observer, Weekend Pictorial, The Bund, CBN Daily, Oriental Morning Post, National Business Daily, Shenzhen Economic Daily, China Economic Times, China Business Times, Guangming Daily, Guangzhou Daily, International Finance News, Economic Information Daily, Xinhua News Agency Shanghai Branch, News China, Youth Daily, Eastern Chinas edition of Peoples Daily, China Economy, China Business, China Youth Daily, China Daily, Shanghai Morning Post, Xinmin Evening Post, Jiefang Daily, Wenhui, Money Weekly, Economic Daily, Shanghai Securities Journal, China Securities Journal, Shanghai Business, Shanghai Daily, Shanghai Wednesday, Shanghai Times, Shanghai WeeklyWeb mediaHBR websiteFinancial channel of SinaWSJ (Chinese website)FT (Chinese website)HRootOn the day of final contest (26 August)Live broadcast/Exclusive InterviewPrint mediaThe Economic Observer, Weekend Pictorial, The Bund, CBN Daily, Oriental Morning Post, National Business Daily, Shenzhen Economic Daily, China Economic Times, China Business Times, Guangming Daily, Guangzhou Daily, International Finance News, Economic Information Daily, Xinhua News Agency Shanghai Branch, News China, Youth Daily, Eastern Chinas edition of Peoples Daily, China Economy, China Business, China Youth Daily, China Daily, Shanghai Morning Post, Xinmin Evening Post, Jiefang Daily, Wenhui, Money Weekly, Economic Daily, Shanghai Securities Journal, China Securities Journal, Shanghai Business, Shanghai Daily, Shanghai Wednesday, Shanghai Times, Shanghai WeeklyWeb mediaSina, 163, TOM, YAHOO China, Hexun, Sohu, Eastday, Shanghai Hotline, WSJ (Chinese website), FT (Chinese website), HrootTV mediaCCTV-2, Dragon TV, Shanghai Oriental TV, Shanghai TV Station, China Business Network, Phoenix Satellite TV, Lotus TVAfter final contest (End of August Early Sep.)ADPrint mediaHarvard Business Review, The Economic Observer, Weekend Pictorial, The Bund, CBN Daily, Oriental Morning PostWeb mediaHBR websiteSinaNews coveragePrint mediaHarvard Business Review, The Economic Observer, Weekend Pictorial, The Bund, CBN Daily, Oriental Morning Post, National Business Daily, Shenzhen Economic Daily, China Economic Times, China Business Times, Guangming Daily, Guangzhou Daily, International Finance News, Economic Information Daily, Xinhua News Agency Shanghai Branch, News China, Youth Daily, Eastern Chinas edition of Peoples Daily, China Economy, China Business, China Youth Daily, China Daily, Shanghai Morning Post, Xinmin Evening Post, Jiefang Daily, Wenhui, Money Weekly, Economic Daily, Shanghai Securities Journal, China Securities Journal, Shanghai Business, Shanghai Daily, Shanghai Wednesday, Shanghai Times, Shanghai Weekly Web mediaSina, 163, TOM, YAHOO China, Hexun, Sohu, Eastday, Shanghai Hotline, WSJ (Chinese website), FT (Chinese website), HrootTV mediaCCTV-2, Dragon TV, Shanghai Oriental TV, Shanghai TV Station, China Business Network, Phoenix Satellite TV, Lotus TVPart Three: Sponsorship Plan of 2006 Case Contest (Inter-school Contest)Sponsors seats and benefitsSponsors