Students
2nd place at the Amsterdam Case Competition
March 26, 2026
Four students from the School’s Bachelor of Business Administration (BBA) program — Thierry Caron, Geneviève Cheshire, Samia Rerhaye and Constance Genthial — won second place in the Amsterdam Case Competition.
Caption
Thierry Caron, Geneviève Cheshire, Marie-Elyse Forget, Samia Rerhaye and Constance Genthial.
During this international competition, which was held from March 12 to 17, 2026, at the University of Amsterdam, 12 teams had to solve the following two cases:
- Within eight hours, they had to develop a targeted 360-degree plan for the launch of Dunkin’ Donuts in Luxembourg, select a store location, and devise a loyalty program that went beyond a simple loyalty system.
- Over a 24-hour period, the groups were tasked with designing an innovative product for Jack Link’s that would expand its activities in Belgium and Luxembourg, while also addressing all the necessary aspects (finance, manufacturing, distribution and marketing) to ensure a successful launch.
Coached by Marie-Elyse Forget, lecturer and academic supervisor at the University Competitions Service (SCU), the HEC Montréal delegation stood out in particular for its keen grasp of the cases, its original solutions, and realistic and complete implementation strategies.
The University Competition Service would like to thank everyone who was involved in coaching these students, as well as the HEC Montréal Alumni Association for its financial support.
