Professor Ma Baolong's team cases were included and published in the Canadian Yiwei Case Library
On November 30th, the teaching case "Haier's High-End Brand Casarte: Can Multi-Branding Work?" which was developed and written by Professor Ma Baolong and his doctoral student Bai Rubing and others"(Case Number: 9B20M203) was officially included and published by the Yiwei Case Library (Ivey Publishing).This case describes the strategic path and decision-making process of Haier Group to develop the high-end subbrand Casati.This is the first teaching case of our school included and published by the Yiwei Case Library of Canada, which means that the teaching case of our school was selected into the case library of the world's top business schools.
Case teaching and development are very important for management and economics.International teaching cases have always been an important indicator of the evaluation of colleges and universities, occupying a large proportion in the International Association of Higher Business Schools (AACSB) and British Master of Business Administration Association (AMBA) certification, and also playing a certain weight in the business administration assessment of China and professional degree level assessment of the Ministry of Education of China.
Yiwei Business School (Ivey School of Business,University of Western Ontario) of Weststone University in Canada began to use cases for business teaching in 1923. It is also the birthplace of case teaching in North America as Harvard Business School. Its reputation in the case teaching and research field matches Harvard Business School and has a profound influence in North America and even the world.As an internationally famous case library established by Yiwei Business School, Yiwei Case Library has included more than 8,000 business cases. With Harvard Case Library and European Case Bank, it is called as the "Three International Business Case Libraries", it represents one of the highest standards of international teaching cases, and its cases have been purchased and widely used by major business schools around the world.
A Brief Introduction to Professor Ma Baolong:
Ma Baolong, doctoral supervisor, marketing department of school of management and economics ,Beijing Institute of technology,responsible professor of marketing in Business Administration, the first batch of "Excellent Case Teachers" selected by the Degree Center of the Ministry of Education, a review expert of the National Hundred Excellent Management Cases and China Social Science Case Forum, his main research areas are service marketing, brand management, etc.
At present, more than ten cases have been developed and collected, including 1 key project of the first "National Hundred Excellent Management Cases", 8 national 100 excellent management case awards, 1 case included in the Canadian Ivey Case Library, and one case was included in the China Business Administration International Case Bank;Published more than 40 academic papers in the international marketing academic journals "Journal of Services Marketing", "Service Industries Journal", "International Journal of Market Research", "European Journal of Marketing" and"Management World","Nankai Management Review", "China Soft Science", "Journal of Management Engineering", "China Management Science" and other journals which are the important journal recognized by the National Natural Science Foundation of China Management Department, published 3 monographs (translation),6 textbooks; at the same time presided over 3 national, provincial and ministerial projects such as the National Natural Science Foundation of China and the Beijing University Young Talents Program.
