It’s the Oscars for Academics: Michigan Ross Professor Takes Home Top Prize for Study on Amazon


The film industry awarded its Oscars Sunday night, and now the academic case writing community is handing out its version, with Michigan Ross Professor Amy Nguyen-Chyung taking a top honor.

Nguyen-Chyung’s case with Elliot Faulk, LSA ’14, a business controller at H&M in Stockholm, Sweden, won the Economics, Politics and Business Environment category at The Case Centre Awards and Competitions 2018. Their case, “Amazon in Emerging Markets,” follows Amazon’s entry into India, which took a different direction than its entries into China and Brazil.

Nguyen-Chyung and Faulk are the first Case Centre award winners from the University of Michigan. Faulk was a student in Nguyen-Chyung’s International Management course.

The case covers a lot of ground — market entry strategy, international business and politics, culture, emerging markets, and prior lessons. It prompts students to consider where Amazon should expand next, what business model it should use in its next market, and whether it should even expand or focus on current markets. Nguyen-Chyung teaches the case in her Global Strategy and International Management courses.

“While I use a variety of lesser-known company cases in my classes, I believe that when students already know the company, they can spend a lot more time focusing on understanding the context and problems,” Nguyen-Chyung, assistant professor of strategy, told the Case Centre.

The Case Centre Awards and Competitions have been presented annually since 1991 and are known as the case method community’s annual Oscars. These coveted accolades recognize worldwide excellence in case writing and teaching and also help to further raise the profile of the case method. Awards are presented to those outstanding cases that have been used in the largest number of organizations across the globe in the past year.