Chekitan Dev’s co-authored case wins 2019 Case Centre Overall Award
Chekitan Dev, professor of marketing at Cornell University’s School of Hotel Administration, and co-authors have been recognized for their winning case in the 2019 Case Centre Awards and Competitions. The case, Accor: Strengthening the Brand with Digital Marketing, won the designation of Overall Award winner. This is the first time the Cornell SC Johnson College of Business has been recognized in the Case Centre Awards and Competitions.
2019 Case Centre Awards and Competitions
Case co-authors and award recipients:
- Jill Avery, senior lecturer of business administration, Harvard Business School
- Chekitan Dev, professor of marketing, School of Hotel Administration, Cornell University
- Peter O’Connor, professor of information systems and the BNP Paribas Digital Disruption Chair, ESSEC Business School
The Case Centre, the independent home of the case method
About the award and the case:
Now in its 29th year, The Case Centre’s Awards and Competitions celebrate excellence in case writing and teaching at schools of business, management, and government worldwide. The Case Centre, a not-for-profit organization and registered charity, is dedicated to advancing the case method worldwide and sharing knowledge, wisdom, and experience to inspire and transform business education across the globe.
“It feels very rewarding winning this award. I have been writing and teaching case studies for over 30 years so am honored and delighted to have our work recognized by peers,” says Dev.
Accor: Strengthening the Brand with Digital Marketing, was selected as the Overall Award winner for catering to different international audiences, having a diverse team of co-authors, and providing relevance for students in the age of digital disruption.
“This was truly a collaborative effort that combined Cheki’s deep hospitality industry knowledge with Peter’s digital disruption expertise, and my branding, digital marketing, and marketing strategy focus. For me, collaborating with other professors on case writing injects energy, fresh ideas, and new perspectives on business issues,” says Jill Avery, co-author and senior lecturer at Harvard Business School.
The case investigates how Accor, a leading global hotel operator, began exploring a new distribution channel that would allow it to better compete in the online marketing space for travel reservations. Accor had to decide whether to team up with Room Key, a distribution channel founded by a consortium of six major hotel brands and attracting more than four million unique visitors, or go it alone.
Of note, this case was also recognized as a Case Centre best seller in both 2017 and 2018.