Purpose, Legacy, Strategy: Winning Case Draws on Company’s History and Values
By Ruby Lin, Kyoto MBA and MMH ’25
The Cornell team, composed of Prima Giovanni, MMH ’25, Harry Han, MMH ’25, and Ruby Lin, Kyoto MBA and MMH ’25, pose with their award plaques.
On February 14-15, Prima Giovanni, Harry Han, and I represented the SC Johnson College of Business at the 2025 Cornell Case Competition for Family Ownership. Hosted by the Smith Family Business Initiative (SFBI), this competition brought together teams from top business schools across the United States to present solutions to real-world challenges faced by family enterprises.
Winning the internal selection round at Cornell was a significant milestone, but competing against other schools in the official case competition was an even greater challenge. The experience required rigorous analysis, strategic thinking, and a deep understanding of the complexities unique to family businesses—and it pushed us to grow as individuals and as a team. In the end, we took home first place and the $5,000 prize, a testament to our hard work and collaboration.
Working on the case: Growth and legacy at Algar Group
This year’s case was written by Wesley Sine, John and Dyan Smith Professor of Management and Family Business at the SC Johnson College, and focused on Algar Group, a Brazilian telecommunications and entertainment conglomerate with a 95-year family legacy. Like many family businesses, Algar faces the challenge of expanding while preserving its founding values and socioemotional wealth—the pride, prestige, satisfaction, shared purpose, and sense of values that can come with having a family business.
At the heart of Algar’s identity is its guiding purpose: “People Serving People.” This philosophy has ensured that its business remains rooted in community, trust, and innovation. As Luiz Alexandre Garcia, Algar’s chairman, states: “Purpose is the pillar of an organization.” This message resonated deeply with us. In a family-owned business, purpose is more than a statement—it’s a multi-generational commitment.
Our challenge was to develop a strategy that allowed Algar to grow sustainably while staying true to its core values. Our approach focused on expansion that preserved Algar’s core identity while ensuring regional autonomy. We explored strategies that balanced growth with long-term resilience, aligning with the company’s values and commitment to purpose-driven leadership. Recognizing that financial success is not enough, we emphasized the importance of strong governance, succession planning, and leadership.
Presenting our strategy before a distinguished panel of judges—experts in family business advising, investment strategy, and organizational governance—was both thrilling and challenging. Their questions pushed us to refine our thinking, defend our analysis, and demonstrate why our approach was strategically sound and aligned with Algar’s identity.
Tackling the overnight challenge
One of the most demanding aspects of the competition was the overnight case challenge. We received the second part of the case late Friday night and had to refine our analysis, submit our revised proposal, and prepare for the second- and third-round presentations by the next morning. We worked straight through the night, finalizing our strategy as the first light of sunrise filled the sky—an unforgettable sight. This experience tested not only our analytical skills, but also our endurance, adaptability, and ability to collaborate under pressure.
Four finalist teams including ours were selected after the second round. The others hailed from Boston University, University of Virginia, and University of North Carolina.
Embracing mentorship, teamwork, and growth
This journey would not have been possible without the guidance and mentorship of Stefanie Kasselakis Kyles, former CEO of Vassilaros Coffee Co. With expertise in corporate law, investment banking, and family business, she revitalized her family’s century-old coffee company before transitioning to managing a family office and serving as a trustee and advisor. As a mentor and guest speaker for the Smith Family Business Initiative, Kyles provided invaluable insights into governance, strategy, and leadership in family enterprises. More than that, her unwavering encouragement fueled our confidence throughout this journey.
Each member of our team brought unique perspectives to the table, and through collaboration, we crafted a strategy that we deeply believed in. Trust, adaptability, and shared purpose were key as we navigated complex discussions, refined our arguments, and presented under pressure.
Final reflections
Sustainability in family business requires thoughtful stewardship that strengthens its legacy. The balance between tradition and transformation was central to our strategy. Through our analysis, we gained a deeper understanding of how purpose-driven leadership, strategic adaptability, and shared values drive sustainable growth in family enterprises.
This perspective shaped how we approached this case—and it will influence how we think about business moving forward. Long-term success in family enterprise depends not only on growth, but on purpose, ensuring that foundational values guide its evolution.
We are grateful to the Smith Family Business Initiative, our mentors, the judges, and event supporters BanyanGlobal Family Business Advisors, Sam Seltzer ’48, and Wilmington Trust. Representing Cornell University was an honor.
About the author
Ruby Lin, a California native of Taiwanese heritage, is pursuing an MBA at Kyoto University and a Master of Management in Hospitality at the Cornell Peter and Stephanie Nolan School of Hotel Administration. With a background in finance and operations and a passion for hospitality, entrepreneurship, and sustainable agriculture, she has worked in business strategy and leadership development. While at the University of Southern California, she served on the district board of Rotary International and the Los Angeles Area Chamber of Commerce. After graduation, Lin plans to continue supporting her family business while expanding her entrepreneurial and philanthropic endeavors. She is particularly interested in building purpose-driven businesses that unite people, culture, and sustainability. In her free time, she enjoys running, reading, traveling, and spending time with her niece and nephew.