Three Holy Cross students were among four teams of finalists in the Intercollegiate Business Ethics Case Competition in Seattle, Wash., last month. Juliana Biolsi ‘12, Lauren McCarthy ‘12, and Casandra Medeiros ‘12 made it to the final round of the contest, which is the world’s most successful academic business ethics case competition, with their presentation titled “Coca Cola's Deceptive Marketing Tactics.” Biolsi edged out the competition as champion of the 90-second ethics challenge. “It was exciting, but at the same time nerve-racking,” says Biolsi of having to recite her 90-second winning case in front of 200 people at the closing ceremonies.
“The competition was a great experience that allowed me to establish and further develop presentation, research, and team collaboration skills that are crucial as a college student and a post-graduate,” says Medeiros. “I was also excited to be part of a competition in which I could share my passion for the subject of law by providing the legal aspect of our case.”
Karen Teitel, associate professor of economics, built the team of three rising seniors at the end of the spring 2011 semester. Biolsi, a psychology major, McCarthy an accounting major, and Medeiros, an economics major, all compliment each other with their diverse academic backgrounds, and a common interest in business, she said. Each member of the team was responsible for one specific component of the case (i.e. legal, ethical, and financial). “I am very proud to have been able to work with the talented women that represented Holy Cross at the competition this year,” says Teitel. “It is a testament to their hard work and preparation that the team was a finalist.”
This past summer, in addition to working full time, the students researched and brainstormed ideas to come up with an appropriate case. Finally, Biolsi pitched the “Coca Cola's Deceptive Marketing Tactics” idea to the team and Teitel. It was inspired by her summer internship at PepsiCo, inc. where she worked directly with SoBeLifeWater brand, which is the popular VitaminWater brand’s direct competitor.
“In 2009, consumers nation-wide filed complaints about the exaggerated health benefit claims made by Coca-Cola and identified the advertising techniques as deceptive [for their new Energy Brands],” explains Biolsi. “We took on the role of consultants presenting to Coca-Cola management, and offered our suggestion that the company needs to restore consistency with their core values, mission, and their code of business conduct that they emphasize to their employees around the world.”
McCarthy says she attributes the team’s success to the fundamentals they have learned at Holy Cross. “With the liberal arts foundation and rigorous workload, Holy Cross encourages students to think outside of the box,” shares McCarthy. “Although we all are not ‘business majors,’ we were able to implement our analytical skills and interests to take on the challenge.”
This is the first time Holy Cross has competed in the competition. Biolsi advises future competitors: “Take on a case that interests you. We had a lot of fun with our case; it was an extremely contemporary and interesting case.”
Teitel says she hopes that Holy Cross will be able to have a competition on campus to select a college champion to represent the College at the next year’s competition. “It was a rewarding experience for all involved, and I would like to get more students involved next year.”
