Description
On July 12, 2025, the final round of the "Bridging East-West Business Case Competition," hosted by Xi’an Jiaotong-Liverpool University’s International Business School Suzhou (IBSS), was successfully held on campus. Sponsored by UTC Traveler, the competition provided participants with a real-world consulting case rooted in authentic business scenarios. Teams engaged in a hybrid format of online and offline activities, including live consulting interviews and dynamic case analyses, allowing them to address both the challenges and opportunities of sustainable business innovation.The competition drew teams from 19 universities worldwide to its preliminary round, with 10 teams advancing to the final. These finalists hailed from countries including China, Japan, Indonesia, and Bangladesh. Centered on the theme of "Sustainable Business Leadership in Practice," the teams delivered insightful case analyses and inspiring presentations, creating a platform rich in international perspectives and practical value.
The event began with an opening speech by Dr. Ellen Touchstone, Associate Dean of IBSS (Responsible and Sustainable Business Education). She highlighted IBSS's mission to integrate sustainability into business education, noting its position among the elite group of triple-crown accredited schools (AACSB, AMBA, EQUIS). Dr. Touchstone also celebrated IBSS as the first Chinese business school to achieve the "PRME Champion" designation, reflecting its commitment to advancing the United Nations’ 17 Sustainable Development Goals (SDGs).
This was followed by keynote addresses from Ms. Weihong Kong, President of UTC Traveler, and Ms. Xiaohong Kong, Vice President, who shared UTC Traveler’s pioneering efforts in sustainability. As China’s leading multi-brand and multi-channel travel gear operator, UTC Traveler adopted sustainability as a core strategy in 2021. Initiatives such as material traceability, recycling programs, and lifetime warranties have redefined the travel gear lifecycle. In her speech, Ms. Weihong Kong detailed the company’s transformation journey, including mission refinement, profit model innovation, and community-driven operations. This real-world case provided the participants with invaluable insights and inspired deeper exploration of sustainable business models.
During the final presentation session, 10 teams from leading universities—including Fudan University, Xi’an Jiaotong-Liverpool University, China Pharmaceutical University, Nanjing University of Posts and Telecommunications, Qingdao University, Universitas Negeri Jakarta, Ritsumeikan Asia Pacific University, University of Rajshahi, and Wenzhou-Kean University—showcased diverse perspectives on UTC Traveler’s case. Their analyses explored innovative approaches to material sustainability, supply chain optimization, consumer behavior strategies, and the co-creation of community value. These presentations highlighted not only the creativity and insights of global youth but also their potential to shape the future of sustainable business.
Following intense competition, the winners were announced:
Gold Award: A joint team from Xi’an Jiaotong-Liverpool University and Southeast University.
Silver Awards: Teams from Wenzhou-Kean University and Ritsumeikan Asia Pacific University.
Bronze Awards: Teams from Nanjing University of Posts and Telecommunications, China Pharmaceutical University, and Ritsumeikan Asia Pacific University.
In addition, Ms. Weihong Kong and Ms. Xiaohong Kong received the “Corporate Award” for their significant contributions to advancing sustainability in the travel gear industry.
UTC Traveler went a step further by engaging with the Gold Award-winning team to explore potential internship opportunities, strengthening the bridge between academic learning and practical industry application.
In his closing remarks, Dr. Jianwen Zheng of Xi’an Jiaotong-Liverpool University reflected on the journey from the preliminary round in April to the final in July. He emphasized how the competition offered students an invaluable opportunity to engage with real-world business scenarios through consulting-based practices. This not only enhanced their analytical and teamwork skills but also deepened their understanding of sustainable development principles.
Dr. Zheng concluded by highlighting the competition’s success in showcasing the innovative thinking and global perspectives of youth in sustainable business. He also reaffirmed IBSS’s commitment to its “Bridging East-West” educational philosophy, emphasizing its pivotal role in nurturing future business leaders with international perspectives and sustainability expertise.
Looking ahead, IBSS will continue collaborating with global institutions and industry partners to develop impactful business leaders, explore innovative pathways for sustainable development, and create meaningful value for global business and society.
| Period | Apr 2025 → Jul 2025 |
|---|---|
| Event type | Conference |
| Location | SuzhouShow on map |
| Degree of Recognition | International |