Thunderbird Case Series Newsletter

Message from the Case Series Team

We extend our heartfelt gratitude to our faculty authors, student authors, partners, alumni and readers from across the world. As we welcome in 2025, we look forward to another high-impact year for Thunderbird and our journey to capture the most engaging stories via the case method. Thank you to all and may this year continue our communal learning.

Thunderbird Case Series launches inaugural conference:

‘Reimagining

the Case Method in the Age of AI’

The Thunderbird Case Series’ inaugural conference on “Reimagining the Case Method in the Age of AI” is set for Friday, Feb. 7, 2025. The conference, held during the week of “World Case Teaching Day,” is an immersive one-day event that will focus on principled innovation and how AI is impacting the case method—from case authors writing to professors teaching and students engaging.

The conference will bring together our leading thinkers, AI experts, industry professionals and innovators from across the globe to explore the transformative potential of AI in case method development and storytelling. Vicky Lester, CEO of the UK’s Case Centre, will be flying into the USA and joining us in person for what stands to be a great keynote. A highlight on the day will also be the student awards for best cases as part of the inaugural Thunderbird Student Case Competition that has more than 15 teams from across Thunderbird and ASU entering to-date. Do not miss this exciting day.

Case Series latest news

TCS is pleased to have two cases included on The Case Centre’s Classic Case Collection and 2024 Bestseller lists. Prof. Lena Booth’s “Hola-Kola: The Capital Budgeting Decision” made the 2024 Classic Case Collection in Finance, Accounting and Control. This is the second straight year Booth’s Hola-Kola case has been included in the Classic Case Collection. “Kangaroo Tail Winery Limited A,” by retired Prof. Graeme Rankine, made the 2024 bestseller list , also in Finance, Accounting and Control. The Case Centre publishes its bestseller lists annually, based on sales in the preceding calendar year. It includes the 15 top-selling cases in each of 10 major subject areas. The Classic Case Collection includes the top bestsellers in each subject category and the free case category, based on the number of individual organizations ordering and teaching the case over the last five years. All cases that are over 10 years old are eligible.

Thoughts from TCS’ Student Assistant: Aashna

After five years as a Program Manager at a global MNC, driving innovation in R&D and digitalization, joining Thunderbird has been an incredible opportunity to collaborate with brilliant minds.

As part of the Case Series team, I’ve contributed to impactful cases that inspire global business leaders. This experience has taught me the importance of attention to detail, sharp observation, and decisive thinking in shaping thought leadership. It has also refined my ability to analyze complex narratives and present them effectively.

What excites me most is transforming the real-world scenarios into tangible learning resources. For me, successful case writing means cutting through jargon and creating meaningful connections with people.

Tips from Case Series RA Alumnus: Vignesh (Life After Graduation)

After working for over a year with Prof. Euvin Naidoo, Prof. Mary Teagarden, and Arlene in the Case Series department, I have come to appreciate that the impact of writing a case extends far beyond the academic realm. Each case I encountered was unique and held its own significance. The most important lesson I learned through this journey is the necessity of staying updated with current technologies and global changes to achieve and sustain success and I realized that learning has no age limit.

For students aspiring to delve into case writing, my advice is this: Do not pursue case writing solely for academic or personal gain. Instead, aim to create a meaningful global impact through your work.

Case Series Club ...

“This year, the Case Series Club has made incredible strides in fostering a community of students passionate about the case method. One of our biggest achievements was maxing out capacity for our first-ever Cases & Coffee event and hosting a hugely successful Trivia Night, which drew a fantastic turnout and received glowing feedback on the trivia questions. These events demonstrated the power of bringing students from diverse backgrounds together to learn and grow through shared experiences.

“Looking ahead, we’re excited to continue building momentum with our first case writing competition, celebrating World Case Teaching Day, and launching new and innovative events on campus next semester. The goal remains to make the case method more approachable and to encourage students to explore their creativity and critical thinking through this unique process.

“As leaders, we’re proud of the progress we’ve made in creating a supportive and inclusive space for learning. To any students interested in case writing or analysis, our advice is simple: just do it and always ask questions! Write a case about something you’re passionate about, even if it is your first attempt. Dive into analyzing cases and trust your ideas—there’s no single right or wrong interpretation, which is the beauty of the case method. We’re looking forward to seeing what our community accomplishes next.”

Case Series latest news

Thunderbird team takes 2nd in IXL Innovation Olympics

Transformative. Inspiring. Paradigm-shifting. Those are some of the words Thunderbird MGM students used to sum up their experience with the Social Impact Partners Brain Health Innovation Olympics by IXL. The Thunderbird student team, comprised of Jason Wang, Tinotenda Heather Mavunga, Olive Zimbudzana, Tawonga Matavire, Vikram Vinod, and Jesus Celio Gonzalez, won the second place award in the competition. Team faculty advisers were Rich Ettenson and Euvin Naidoo. The team developed the concept for an intergenerational program and augmented reality app designed to designed to promote harmony and address seniors’ loneliness. The platform would match music/art majors with seniors living in care homes and provide lesson sign-ups and instrument rentals, providing opportunites for mentorship, companionship and entrepreneurship for young and old alike.

Team members delivered four presentations in a whirlwind seven weeks. With so many deliverables, collaboration was key as they supported each other to scale each one, Mavunga said. She explained one of their key takeaways: “Creativity thrives in diverse teams.”

Watch a video interview with the team

Case Series Year in Review

By the numbers ...

Cases submitted to Thunderbird Case Series in 2024

Negotiations cases, with sets of confidential instructions in addition to the case and TN. They are “Carbon Credit Negotiation” and “The Benin Bronzes: A Legacy Displaced.”

How many times student authors teamed up with professors to write a case/teaching note- a new record and set to grow in 2025

Cases submitted by authors outside Thunderbird. 1 author is from another ASU school; 1 is a T-bird alumn; 1 is a former professor; and 3 are from authors in India

Case published by professors at ASU’s College of Health Solutions: “Value-Based Contracting and Blue Cross Blue Shield of Massachusetts.”

This is TCS’ first published case with another ASU school.

Members of Thunderbird’s second-place-winning team in the SIP Brain Health Innovation Olympics are (from left) Jesus Celio Gonzalez, Olive Zimbudzana, Jason Wang, Tawonga Matavire, Tinotenda Heather Mavunga, and Vikram Vinod. (Courtesy photo)

Case featured in a two-day National Business Case Competition in Ecuador. “Scoring Talent: Global Soccer and the Independiente del Valle Model,” by Thunderbird professor Tom Hunsaker and Fabrizio Noboa, was solved at the competition, hosted by USFQ International Business Case Hub. This competition was the first of its kind organized in Ecuador, and featured innovative presentations, networking opportunities, and a trip to Independiente del Valle’s stadium, Banco Guayaquil Stadium. The team sponsored the competition.

Number of Thunderbird professors tapped for The Case Centre’s 2023 bestsellers list (announced in January 2024). “Saito Solar: Discounted Cash Flow Valuation,” written by Prof. Lena Booth and retired prof Frank Tuzzolino in 2013, was a bestseller in the Finance, Accounting and Control category. Prof. Andrew Inkpen’s “General Electric’s Corporate Strategy,” published in 2014, was a bestseller in Strategy and General

Management. Booth’s Hola-Kola: The Capital Budgeting Decision, made the Classic Case Collection, reserved for the top bestsellers in each subject category and the free case category, based on the number of individual organizations ordering and teaching the case over the last five years.

1 Thunderbird professor named 2024 Outstanding Case Teacher Globally by The Case Centre. TCS Director Euvin Naidoo brought this award home to Thunderbird for contributions to case teaching excellence, innovation in the classroom and consistently delivering cutting edge masters and executive educationprograms in AI, Agility and Accounting.

Thunderbird professor named to The Case Centre’s Top 50 Bestsellers list. Prof. Kannan Ramaswamy ranked No. 43 on the global list, marking Thunderbird’s debut on the list and for a remarkable contribution to global case writing impact.

Case Series Year in Review

Thunderbird repeats top 10 ranking

The Thunderbird School of Global Management at Arizona State University has once again been recognized by The Case Centre’s Impact Index, receiving the same prestigious rankings in 2024 as in 2023, securing the No. 20 spot globally and top 10 in the U.S., highlighting the global reach and impact of its faculty’s case writing.

The domestic top 10 ranking places Thunderbird ahead of University of Michigan’s Ross School of Business and The Wharton School of the University of Pennsylvania. Internationally, Thunderbird ranks ahead of Bocconi University (SDA Bocconi School of Management) in Italy, University of St. Gallen in Switzerland, and Nanyang Business School in Singapore.

Read the full ASU News article | See the Case Centre’s list

TCS hosts co-president of HBP

The Thunderbird Case Series (TCS) hosted a special pop-up Case Series Seminar with the Co-President of Harvard Business Publishing, Ellen Desmarais, on Nov.19 at the Thunderbird Global Headquarters. The seminar facilitated a interaction with wide set of stakeholders including professors, case authors, student leaders, student authors. The seminar revolved around the latest thinkings and happenings across the case method and case teaching, especially focusing on the development of multimedia, podcast, quick cases in recent times and the impact of AI in this area.

Watch an interview with Ellen Desmarais

Ramaswamy named a 2023-24 Top 50 Bestselling Case Author

The Case Centre named Thunderbird Professor Kannan Ramaswamy to its coveted Top 50 Bestselling Case Authors list for 2023-24.

Since 2016, The Case Centre, based in the U.K., has published an annual list of the top 50 bestselling case authors. Announced this year on Oct. 14, these awardees are teaching faculty whose cases sell the most copies during the previous academic year. Coming in at number 43 out of 50 is Kannan Ramaswamy, William D. Hacker Chair Professor of Management at the Thunderbird School of Global Management.

This recognition is the first time a Thunderbird author has placed in the top 50, and it comes on the heels of an impressive year for Thunderbird’s case series.

Read more at ASU News | Watch Prof. Ramaswamy’s interview