Solving Global Challenges Through Diversity
By Katarina Chandra, Nicole Japari, Ashmi Jha, Asser Makareem, Ade (Chiko) Wijharnasir
Judges talking to presenters in the final round. Picture by Michael Graham.
Breaking barriers, one case at a time
What happens when you bring together students from different cultures, disciplines, and walks of life to solve real-world problems? Magic. That’s exactly what the Cornell Emerging Markets Institute (EMI) Corning Case Competition is all about.
Held as part of the Emerging Markets Institute Annual Conference, this prestigious event challenges students to tackle pressing business challenges in emerging markets with solutions grounded in sustainability, social impact, and technological innovation. Representing Ritsumeikan Asia Pacific University (APU) on this stage was a once-in-a-lifetime opportunity for our team—and we didn’t just show up. We strived to shine.
Diversity: The secret ingredient to understanding emerging markets
At APU, diversity isn’t just a value—it’s our superpower. With students from over 90 countries, every classroom is a melting pot of ideas, perspectives, and cultural understanding. This spirit of collaboration became the backbone of our team as we navigated the complexities of emerging markets.
Emerging economies present unique challenges: infrastructure gaps, rapid urbanization, resource scarcity, and evolving consumer behaviors. Tackling these issues requires not just business acumen, but also cultural sensitivity and innovative thinking. With our team’s mix of nationalities, academic disciplines, and professional experiences, we could approach these challenges from multiple angles.
For example, while working on the competition case, our team explored how cultural differences influence consumer preferences in emerging markets. We also examined how businesses in these regions could integrate sustainable practices while scaling operations. All of this discussion stems from our personal experience since our team members came from three different emerging markets. We knew very well how to be the consumer in that market and how business works there.
This blend of perspectives helped us create strategies that were not only innovative, but also feasible within the diverse contexts of emerging economies.
From preparation to presentation
Laying the foundation with research
Preparation began months before the competition. Using a case from 2021 competition, Totokawa, as a foundation, we delved into market entry strategies and innovative logistics solutions in emerging markets. This case simulated the types of challenges we would face, including supply chain inefficiencies and shifting regulatory landscapes. Our mentor, Professor Pajaree, guided us in refining our strategies, ensuring that our solutions balanced creativity with practicality.
Bridging borders with collaboration
Virtual collaboration across time zones was no small feat. With team members in Canada, South Africa, and Japan, scheduling meetings tested our adaptability. However, this mirrored the challenges faced by global businesses operating in emerging markets—balancing diverse perspectives, overcoming logistical hurdles, and ensuring seamless communication.
In-person training and final prep
As the competition drew near, we reunited in Japan for intensive training sessions. We focused on analyzing market trends specific to emerging economies—such as the heavy use of social media, the impact of technological leapfrogging, and the challenges of building sustainable supply chains. This deep dive prepared us to address the real-world scenarios we’d face in the competition.
The competition: Emerging market challenges in action
Day 1: Orientation and networking
Arriving at the Cornell Tech campus in New York City, we joined the welcome dinner, where we connected with participants from other universities. Conversations about global business trends in various countries and challenges in emerging markets sparked inspiration.
Day 2: The first round
The first-round case tested our ability to think quickly and adapt. The challenge centered on creating a strategy for a company expanding into an emerging market. Our diverse perspectives allowed us to analyze cultural nuances, economic constraints, and opportunities for technological innovation, resulting in a well-rounded solution.
Day 3: The final presentation
Reaching the final round was both exciting and nerve-wracking. Presenting our ideas to a panel of industry leaders, we emphasized the importance of blending innovation with sustainability—a critical aspect of succeeding in emerging markets. The feedback we received highlighted our strategic depth and storytelling ability—essential skills for navigating these dynamic economies.
What we learned about emerging markets
- Cultural sensitivity is key: Solutions that work in developed markets often need adaptation for emerging economies. Understanding local consumer behavior and cultural norms is crucial for success.
- Innovation must be practical: Emerging markets are hubs of innovation, but the best solutions are those that align with the unique challenges of the region, such as resource limitations or infrastructure gaps.
- Sustainability is non-negotiable: Businesses in emerging markets must find ways to grow responsibly, balancing economic gains with environmental and social impact.
About the authors
Katarina Chandra is an undergraduate business student from Indonesia at Ritsumeikan APU, Class of 2026, specializing in strategic management. She has a strong interest in business case competition and its dynamic opportunities.
Nicole Japari is an undergraduate business student from Indonesia at Ritsumeikan APU, Class of 2026, specializing in strategic management, with a keen interest in organizations and environmental rights.
Ashmi Jha is an undergraduate business student at Ritsumeikan APU, Class of 2026, specializing in strategic management. Originally from India, she speaks fluent Japanese and brings a unique multicultural perspective to her work.
Asser Makareem is an MBA student from Egypt at Ritsumeikan APU, Class of 2026, specializing in accounting and finance. His expertise brings analytical rigor and financial insight to the team’s approach.
Ade (Chiko) Wijharnasir is an MBA student at Ritsumeikan APU, Class of 2025, with a background in the tech industry and a passion for using diversity as a tool to solve global challenges.