After a successful second edition of the Business Game St.Gallen in April 2015, the Organizing Team was determined to set the bar even higher for the 2016 event. Only one team member from 2015 remained in the Organizing Team and so it happened that an almost completely new, but slightly bigger team got back to work for the BGSG16.
Several months later, after hundreds of hours of partner acquisition, campaigning and roadshow planning, menu selections, and other orders of business, everything finally came together first at the University of St.Gallen, and later at the Einstein Congress Hotel in St.Gallen – the Business Game St.Gallen was on again!
During these two-and-a-half days, every participant solved five different case studies in five different categories, brought to them by five international companies – BDO, Swarovski, Nespresso, Zurich Insurance and the BMW Group. On Saturday, every case solution was presented to a jury, composed of both company representatives and academics. The 3 teams with the overall highest scores went on to lock horns in the Eloquence Final presented by BDO. They were asked to solve a startup-case provided by a startup founded by students of the University of St.Gallen. The event was topped off with the award ceremony during which each of our corporate partners announced the winners of their respective challenge. In the end our godfather partner, BDO, announced the team that came out on top in the Eloquence Final, the winning team of the Business Game St.Gallen 2016 – Henrik Johnsdorf (Frankfurt School of Finance & Management) and Kai Aschick (University of St.Gallen).
Corporate Partners in 2016
BDO is one of the leading Swiss managed companies with expertise in accounting, auditing, tax, legal, outsourcing and management consultancy. It is part of the BDO International Network.
Swarovski designs, manufactures and globally markets jewelry and high quality crystal, genuine gemstones, created stones and finished products such as accessories and lighting solutions.
Nespresso is the pioneer in premium portioned coffee. With a focus on both direct-to-consumer and business-to-business sales, the company is strongly positioned in the fastest growing segment of the global coffee market.
Zurich Insurance is one of Switzerland’s largest and most experienced insurers. The company has a global presence with offices in more than 170 countries around the globe.
The BMW Group is one of the world’s leading automobile and motorcycle manufacturers. Their automobile brands BMW, MINI and Rolls-Royce enjoy a worldwide reputation.
Five Challenges – solved by 100 participants in groups of four
Participants were asked to identify gaps in the current employer branding strategy at BDO and develop a strategy to address those gaps and make BDO an even more attractive employer for their target groups.
“Come up with something Juicy” was the task given by Swarovski this year. Meaning: develop a concept for addictive jewelry, which will make customers want to come back for more even sooner.
How to encourage Nespresso customers to increase their recycling efforts for used coffee capsules? This simple, but at the same time difficult question was what our participants had to answer in this challenge.
What impact will digitalization have on the insurance industry and how can Zurich Insurance make sure to react in an adequate manner? Our participants had their hands full of work in developing the insurance of the future.
Where will BMW’s brand BMW i stand in 2030? The students were asked to come up with a general concept and propose their view on brand positioning and product portfolio for 2030.
Find here a list of all winners of the five Challenges and the Eloquence Final.
Impressions from the Challenges
Our participants presented four of the five cases they solved in front of a jury. In order to evaluate their results from both a practical and theoretical viewpoint, our corporate partners were supported by a team of academics who had generously agreed to offer their support. We would like to thank the following academic partners for their valuable and highly appreciated contributions:
- Prof. Dr. Dr. Tomi Laamanen, Professor for Strategic Management, University of St.Gallen
- Prof. Dr. Sven Reinecke, Executive Director of the Institute of Marketing and Academic Head of the English Marketing Master track at the University of St.Gallen
- Prof. Dr. Peter Maas, Associate Professor of Management, with special focus on Service Management and Insurance Management, University of St.Gallen
- Dr. Philipp Aerni, Director of the Center for Corporate Responsibility and Sustainability (CCRS), University of Zurich
- Dr. Ulrich Leicht-Deobald, Senior Research Fellow, Institute for Business Ethics, University of St.Gallen
- Dr. Dorothea Baur, Institute for Business Ethics, University of St.Gallen
- Sophie Schüller, Research Associate and Doctoral Candidate at the Institute of Marketing, University of St.Gallen
- Severin F. Bischof, PhD Candidate at the Institute of Retail Management, University of St.Gallen
The participants – a blend of diverse backgrounds, experiences and cultures
Impressions from the event
The Business Game St.Gallen in the media
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