Recently, the results of the 13th “National 100 Excellent Management Cases” organized by the China National MBA Education Supervisory Committee and hosted by the China Management Case Sharing Center were announced, and two cases from our School were selected.

The “National 100 Excellent Management Cases” is the highest award in China's management case selection, and has been included in index system (C5 index) for the third round discipline ranking of the Ministry of Education in 2012 and the MBA evaluation index system (C1 index) in 2016, 2018 and 2021. The award has an important role in promoting the quality of professional and academic master student training and undergraduate training as well as disciplinary development. The selection kicked off on March 21, 2022, and 190 winning cases were selected from 1395 submissions from 176 institutions nationwide after two rounds of review, namely, peer anonymous review and expert committee review, with the selection rate of about 13.62%.

In the "14th Five-Year Plan", the Professional Master Programs Center of ECUST School of Business takes case teaching and development as a strategic focus, and further promotes related work through policy guidance and system construction, especially the case transformation and teaching application in the practical projects of action learning. The two cases of our school originated from the practical projects of action learning. This shows the significant progress of our school's case transformation of practical projects of action learning, and the effective practice of continuously deepening the connotation construction of action learning and actively responding to the education model of industry-education integration. It also embodies the positive response to the "telling China's story well" proposed by General Secretary Xi Jinping.

Case Introduction

Bright Cold Drink: A time-honored brand with a young taste

Author: Du Weiyu, Zhou Qiong, Hou Limin (corresponding author), Sun Dongqin

Abstract: This case describes the history and development of the time-honored Bright Cold Drink, which began to experience unprecedented challenges at the beginning of this century as competitors increased. The aging of the brand in terms of target markets, products and communications is particularly prominent. The case focuses on the brand revitalization strategy of Bright Cold Drink after it joined Bright Dairy, including the innovation and integrated marketing communication activities of each series of products in the "1+4" brand matrix. The management of Bright Cold Drink considers how to make good brand revitalization in the future development on the basis of weighing brand heritage and brand innovation. This case helps students think about how Bright Cold Drink solves the problem of aging in brand management, and is also a reference for time-honored brands that face the same problem.

Keywords: brand management; brand aging; brand revitalization

"IM COMING" cloud-based meal ordering, labor adjustment to break through difficulties

Author: Chen Wansi, Yang Mengxi (corresponding author), Wang Xiaoqian

Abstract: With the technological innovation and the development of modern management, intelligent machine, prosumer and flexible staffing have become important sources of labor, and workforce structure adjustment has also become an important way for organizations to crack management issues and business problems. The trend of labor diversification in organizations has given rise to a variety of workforce structures, such as "shamrock organization", "four-leaf clover organization" and "workforce ecosystem", which can realize the value co-creation of diversified workforces in organizations by virtue of the complementary value-added between different workforce types and the dynamic adjustment of organizational employment in the interaction with the environment. It is important to learn why and how organizations are driving their own employment forms toward a diverse employment structure. This case is an example of the decision to develop a diverse employment structure in "IM COMING", a campus light platform. It aims to guide students to understand the characteristics of different workforce structures, the reasons for organizations to adjust the employment form and labor structure, and that the employment forms in organizations are not static but need to evolve.

Keywords: employment form; workforce structure; labor cost; distribution efficiency

Profile of cooperative companies of action learning practice

Bright Cold Drink belongs to Bright Dairy, which is one of the largest dairy product manufacturers and sellers in China, and has witnessed two centuries of development and changes in China as a China time-honored brand. From the strategy of "production, learning, research and application" to the transformation of scientific and technological achievements, Bright Dairy has become one of the leading enterprises in the dairy industry, and has won a series of awards, including "The 4th Place of 2018 China Time-honored Brand Value", "2018 State Technological Invention Award", "2019 Global Performance Excellence Award", "2020 Most Social Responsibility Award" and "2020 Shanghai Mayor Quality Award".

IM COMING (Shanghai) Network Technology Co., Ltd. is a leading campus service platform developer and operator and a leading campus technology-based enterprise in China, and also the sole enterprise of the Campus Cloud-based Meal Ordering Group of China Association for Campus Management. The company builds and operates a "campus industry integration platform based on the Internet O2O model". Relying on its creative model of "sharing economy + whole chain cluster", the company has developed a comprehensive life service platform that serves the whole ecological chain of campus life by virtue of cloud computing and AI technology and concepts, thus creating an intelligent life service cluster platform based on the concept of self-organized entrepreneurial community of college students, providing college students with integrated services of the whole ecological chain, including social life, entertainment, learning, entrepreneurship and employment, and enhancing the overall value of China's campus service platforms.

Written by: Wang Tao      Reviewed by: Chen Wansi, Hou Limin