JHU's Yang wins overall prize in Case Centre Awards for L'Oreal study

Carey School faculty member co-authors study examining marketing, turnaround of Chinese luxury cosmetics brand

A business case study co-authored by Haiyang Yang, assistant professor at the Johns Hopkins Carey Business School was recognized as overall winner in the Case Centre Awards and Competitions for 2016. The study, "L'Oreal in China," examines the marketing and turnaround of the Chinese luxury cosmetics brand Yue Sai.

Haiyang Yang

Image caption: Haiyang Yang

The Case Centre is one of the world's largest distributors of business education materials. Published business cases are evaluated on the basis of their adoption by established institutions globally. To date, "L'Oreal in China" has been used in courses at more than 30 major business schools internationally, including the University of Pennsylvania's Wharton School of Business, the University of Chicago's Booth School of Business, Northwestern University's Kellogg School of Management, Duke University's Fuqua School of Business, and New York University's Stern School of Business. In addition, the case study has been made available in multiple languages.

"Cases can help students experience the role of business executives in formulating, evaluating, and implementing solutions to real-world business problems. They are a valuable pedagogical tool," said Yang, who shares the honor with the study's co-author, Pierre Chandon, the L'Oreal Chaired Professor of Marketing, Innovation and Creativity at INSEAD, a graduate-level business school with campuses in Europe and Asia.

"Through the L'Oreal China case, my co-author and I closely interacted with L'Oreal China CEO Alexis Perakis-Valat, luxury brand manager Stephane Wilmet, and many other executives at the firm," added Yang. "This experience enhanced my understanding of how to prepare students for positions at leading global firms like L'Oreal and also the types of research insights that are needed to empower firms to achieve success in emerging markets."

Valerie Suslow, vice dean for faculty and research at the Carey Business School, said, "Case studies are an essential part of any business school curriculum. The L'Oreal case study explores important new ground, which is the role of luxury products in emerging markets."

This is the second major award for "L'Oreal in China," which in 2014 was named "Best Marketing Case" in a competition sponsored by the French Marketing Association.

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Tagged business, marketing