Clear and Persuasive Presentation Wins the Day in the Graduate Case Competition
Graduate student teams from Professor Andrew Smith’s two Marketing Analysis and Decision Making classes were tasked with creating a plan to address the challenges presented in the case study, “Building Brand Infosys.”
In the case study, students were given information about the company’s desire to transform from a low-value provider of IT services to a partner who can provide higher-value business process solutions for its clients. These changes were driven by the increasing competition in its traditional market by well-known players, such as IBM and Accenture. As a result, the company was having challenges maintaining its typical margin with higher-end services. Infosys – and for the purpose of the case competition, each student team – needed to address questions about the company strategy, product offerings, and brand if it was going to succeed in this new market.
13 teams competed in the first round of competition, which was held over two nights. The judges – alum Bill Paul ’69, Associate Dean Julie Fitzmaurice, and Professor Andrew Smith – recommended three teams move on to the final round.
In the final round, the three teams presented to a panel of alumni executives, consisting of Louis Frate ’91, CEO and President of Patriot Energy Group; Terry Southwick ’86, Co-Owner of Southwick Construction; and Dennis Leonard ’77, President of Delta Dental of Massachusetts. The judges selected the winning team of Melanie Barbarula, Michelle McNall, and Ashleigh Sargent to share in the $1500 cash prize.
According to Professor Smith, “they (the winning team) worked exceptionally hard to revise their plan multiple times, after receiving written feedback as well as after the first-round of presentations. All that effort helped them to deliver a clear, persuasive, and passionate presentation to the final-round judges.”