Innov Case Lab
8th Edition of the Rendez-vous Champlain tourism training and research symposium (June 2021), Marrakesh
With the 2020 event having been cancelled, the symposium has been rescheduled for 3rd - 5th June 2021. Cases are expected to be co-authored in the coming months between teachers from EST Essaouira, Cadi Ayyad University (Morocco) and INNOV Case Lab, Excelia.
As part of the event, a workshop and an award for the best pedagogical case will be organised in partnership with INNOV Case Lab, Excelia’s case centre. This workshop will examine all the issues related to how regional tourism is managed and structured. There will be a dedicated time slot in the symposium programme to allow candidates to present their case studies. All selected cases will be published by the CCMP.
& 5th EDITION OF BEST PEDAGOGICAL CASE IN TOURISM MANAGEMENT AWARD
The 8th AFMAT Conference (Association Francophone en Management du Tourisme - French-speaking tourism management association) will take place on 27th and 28th May 2021, in partnership with the Institut Paul Bocuse in Ecully on the outskirts of Lyon. The AFMAT Conference brings together researchers who have a keen interest in the management of all activities related to tourism and leisure, giving them the opportunity to share ideas and experiences.
Alongside this annual conference, Excelia’s case centre, INNOV Case Lab, will be organising a workshop and a case award, with the support of the case centre CCMP (Centrale de Cas et de Médias Pédagogiques).
Last year’s pedagogical case workshop took place by video conference on Thursday 28th May 2020, from 3:00 pm to 4:30 pm. The 2020 award for the Best Case in Tourism Management was presented to Jean-Claude Oulé, Associate Professor of Economics and Management at the University of French Polynesia, for his case entitled: Marriott, Hilton, IHG, Accor, groupes hôteliers internationaux : développement asset light - Une approche transversale : business model, théories de la firme, finance (‘Marriott, Hilton, IHG, Accor, international hotel groups: Development of an Asset-Light Strategy - A transversal approach: business model, company theory, finance’) - CCMP Ref. F0555
In addition to the plenary sessions, two special sessions will be organised this year, on the following themes:
- Tourism and Gastronomy, in partnership with the research centre of the Institut Paul Bocuse
- Tourism and Wine, in partnership with the Wine and Tourism Chair of EM Strasbourg Business School (University of Strasbourg
Marie-Noëlle RIMAUD, HEAD OF INNOV CASE LAB
History of the Award
The very first case study workshop, during which the winner of the AFMAT/CCMP/INNOV Case Lab Award was selected, took place on 30th May 2017, in La Rochelle, during the AFMAT conference. The award was presented to Fabienne Autier-Lafond and Brigitte Auriacombe of EM Lyon Business School for the case study: ‘Club Med, Le Bonheur de se révéler’.
More recently, the AFMAT Award was attributed for the following cases:
- 2019: ‘Léman sans Frontière. Collaboration marketing franco-suisse pour le développement d'une destination touristique transfrontalière’ (Lake Geneva Beyond Borders – a Franco-Swiss marketing collaboration to develop a cross-border tourism destination) written by Jérôme Piriou, Excelia Business School, INNOV Case Lab
- 2018: ‘TUI optimise le parcours client et l'expérience grâce au chatbot’ (TUI improves the customer experience using a chatbot), written by Catherine Lejealle, from ISC Paris Business School
ORGANISING COMMITTEE *
The Organising Committee is chaired by Marie-Noëlle RIMAUD, Head of INNOV Case Lab, Excelia’s case centre
- Marielle SALVADOR-PERIGNON, Institut Paul Bocuse
- Valérie THOMAS-DOUBLET, Editorial Manager, CCMP
The Scientific Research Committee is chaired by an AFMAT representative and Jean-François Trinquecoste, Scientific Advisor to INNOV Case Lab, Excelia’s case centre.
Faculty Academic Advisors – members of the case centre:
- Isabelle BAUDET
- Poonam OBEROI
- Florence WINKLER
- Imed BEN NASR
- Jérôme PIRIOU
- Didier ROCHE
- Philippe SCHAFER
Professors who are specialists in case methodology or in tourism management (subject to confirmation):
- Corinne VAN DER YEUGHT, IAE - University de Toulon, member of AFMAT
- Aude DUCROQUET, University of Angers, member of AFMAT
- Sandra CAMUS, University of Angers - ESTHUA
- Véronique MONDOU, University of Angers - ESTHUA
- Sylvie HERTRICH, EM Strasbourg Business School
- Anne QUEFFELEC, research-active faculty member, La Rochelle
- Agnès LE BELLAC, Montpellier Business School
- Tan VOTHANH, Excelia, member of AFMAT
- Jean-Charles RICO, IAE La Rochelle University School of Management
A representative of the Tourism Intelligence Network of Quebec:
- Marc-Antoine VACHON - Co-holder of the Transat Chair in Tourism, ESG-UQÀM
Finalists of previous editions of the AFMAT Award:
- Brigitte AURIACOMBE and Fabienne AUTIER, EM Lyon Business School
- Florence EUZEBY, IAE La Rochelle University School of Management and Juliette Passebois-Ducros, IAE Bordeaux University School of Management
- Dominique PUTHOD, University of Savoie Mont-Blanc
- Catherine LEJEALLE, ISC Paris Business School
- Mathilde PULH and Frédéric LASSALLE, IAE Dijon University School of Management
- Sébastien BOUTONNET and Serge POISSON-DE-HARO, HEC Montréal
* Provided that these members are not submitting cases for the award
Due to the cancellation of the RIODD Conference (Réseau International de Recherche sur les Organisations et le Développement Durable – International Research Network on Organisations and Sustainable Development), the 2nd Edition of the case award was held by video conference on 1st October 2020.
The award was presented to Julia Parigot, ISG Business School Paris and Guillaume Carton, EM Lyon Business School, for the case study: Poiscaille, start-up dans l'industrie de la pêche : modèle d'affaires alternatif durable (‘Poiscaille, start-up in the fishing industry: an alternative sustainable business model’) - CCMP Ref. G1994
The other finalists:
- Christophe Fournier - IAE Montpellier University School of Management, case study: Comment développer un climat éthique pour une politique RSE efficace ? (How can you develop an ethical environment for an effective CSR policy?)
- Mélanie Jaeck, Cédrine Joly, Maryline Meyer - Montpellier Business School, case study: L'Oréal : Une politique diversité et inclusion de toute(s) beauté(s) (L'Oréal: Diversity and inclusion for every form of beauty)
- Nathalie Montargot, Florence Winkler, Luc Béal - Excelia, case study: Développement durable et RSE au service de la performance globale : L'engagement de l'Hôtel ALTEORA (Sustainable Development and CSR to enhance overall performance: The commitment of Hotel ALTEORA)
The 1st Edition of the award took place in September 2019 in La Rochelle, during the RIODD conference. The winner was Scott McKay, a research-active faculty member at ESG-UQÀM, for a case study entitled: Le projet Oléoduc Energie-Est et la pouponnière des bélugas du Saint-Laurent (The East Energy Pipeline Project and the St. Lawrence Beluga Whale Nursery) - CCMP Ref. R0009
The case centre decided to launch a flipped pedagogy experiment. As organiser of the AFMAT Award for the Best Case in Tourism Management, the case centre thought it would be interesting to involve students in the assessment process.
Students regularly use cases during their studies, so it seemed logical to ask for their opinions about the cases submitted. After having obtained agreement from its partners (CCMP and AFMAT), the case centre modified the call for papers accordingly, to inform those submitting cases of this change.
With this in mind, a new course was designed at Excelia Tourism & Hospitality School.
AACSB 2019 Innovations That Inspire
Amongst the 2018/2019 initiatives, the AACSB highlighted the flipped learning experience offered by the case centre. This unique approach to pedagogy enables our MSc in Tourism students to assess the cases submitted for the Best Case in Tourism Management Award.
Innovating in partnership with companies
For several years, Excelia has used case studies in its teaching of management.
“On many occasions, I have been asked to define what a case study is, as well as explaining its value as a source of teaching material. If I had to summarise in a few words what a pedagogical case study is, I would say... A case study is an account of a real situation experienced by a real company that is used as a way of learning about management.” Marie-Noëlle Rimaud, Head of Innov Case Lab.
- For research-active faculty, case studies provide real examples that can enrich their course material.
- For companies, case studies provide an opportunity to revisit some of the company’s strategic decisions and, at the very least, an occasion to communicate good practice.
- For students, case studies provide an opportunity to learn through discussion and interaction which, in the long term, will improve their employability.
Coordination of three case study workshops: Rendez-vous Champlain (3rd workshop), AFMAT (4th Edition), RIODD (2nd Edition), in partnership with the CCMP
Submission for the AFM Award for Pedagogical Innovation
Launch of the RIODD CCMP INNOV Case Lab Award for Best Case in Sustainable Development and Corporate Social Responsibility
2nd Edition of Best Case in Tourism Management Award AFMAT CCMP INNOV Case Lab Creation of a lesson using flipped pedagogy ‘observatory of tourism practice using pedagogical case studies’ Year 1 students on the MSc in Tourism participate in the assessment for the AFMAT Award.
Launch of the Best Case in Tourism Management Award AFMAT CCMP INNOV Case Lab
Training workshops on case study methodology, both in-house and externally (CEREGE, ESDES)
Discussion about the possibility of launching a case study methodology lesson for students. The objective: to enable Year 1 MSc students to envisage creating a case study during their final year of studies
Creation of a case study laboratory within Excelia Top Cas award in Marketing from the CCMP (case study about the company Groupe Léa Nature) Best French Case Study award from the North American Case Research Association (case study about the company Maison de Cognac Remy Martin)
Best SMB Case Study award - The ‘Ariane Prize’, FNEGE (case study about the company ENO)
Best SMB Case Study award - The ‘Ariane Prize’, FNEGE (case study about the company Hénaff)
Creation of the post of Executive Manager for Case Studies
- To contribute to the sharing of acquired knowledge through collaboration between companies and research active faculty
- To train Excelia’s faculty, both permanent and temporary, on how to use and incorporate case study methodology (internal courses, CCMP courses, FNEGE courses, etc.)
- To involve students through consultancy projects* and through their theses
- To communicate the benefits of case study methodology and to showcase our partner companies
- To maintain valuable links with case study centres such as CCMP, The Case Centre and HEC Montreal case centre)
* The aim of a consultancy project is for students to take on the role of ‘consultant’ in order to analyse and explore a particular theme or a real issue facing one of our partner companies.
The case centre is particularly interested in the areas of research of Excelia's institutes and its expertise:
- Sustainable Development and Corporate Social Responsibility (CSR), in collaboration with research-active faculty from the IRSI)
- Tourism Management, in collaboration with research-active faculty from the TMI (Tourism Management Institute)
Research-active faculty are encouraged to publish case studies relating to these themes. In the foreseeable future, the objective is to publish a series of case studies focussing on these areas of expertise.
In terms of Sustainable Development and CSR, in April 2016, a book containing 10 CSR case studies was released by DUNOD publishing.
In September 2017, Cas en Marketing - 2ème Edition (Case studies in Marketing, 2nd Edition) was released, with a chapter by Joël Lagier and Marie-Noëlle Rimaud on cultural marketing (The Louvre of the 21st Century).
In addition to focussing on Excelia’s areas of research, the case studies predominantly involve Small and Medium-sized Businesses and emblematic companies from within our region, New Aquitaine.
Autre partenariat privilégié concernant les études de cas, les Petites et Moyennes Entreprises. Plusieurs de nos précédents cas pédagogiques, ont mis en valeur les entreprises de notre territoire, La Rochelle et l'ancienne région (Poitou-Charentes).
Léa Nature, a prominent La Rochelle company.
3 case studies relating to Léa Nature’s distribution policy:
- ‘Comment rendre le bio accessible au plus grand nombre de consommateurs ?’ (How do you make organic products accessible to as many consumers as possible?) CCMP Ref. M1802
- ‘Comment concilier conviction et intérêt ?’ (How do you reconcile conviction with interest?) CCMP Ref. G1737
- Top Cas Marketing Award from the CCMP for the case study ‘Repositionnement de la marque Jardin Bio : Face aux mutations du marché du bio alimentaire, quel marketing adopter ?’ (Repositioning the brand – Jardin Bio: Faced with the changes in the organic food market, what kind of marketing strategy should be adopted?) CCMP Ref. M1827
Emblematic actors in the region
‘Stade Rochelais’, La Rochelle’s rugby team: a sports club at its peak, part of the French TOP 14 rugby league; ENO based in Niort, undisputed leader in compact cooking equipment (griddles/hotplates and ovens for boats); Maison Rémy Martin (Cognac), etc.
These cases predominantly stem from local companies, proving the dynamism of our region, enabling us to have a better understanding of what is happening in the field.
Our academic advisors
Strategy Teaching Department and IRSI
Marketing, Market Research, Negotiation, Sales Techniques
Political and Economic Relations
Imed Ben Nasr
Marketing and Experiential Commerce, Internet
Tourism, and relationship with AFMAT and the Tourism Management Institute (TMI)
Company Law and Structures of the Social and Solidarity Economy (BD Case)
Anglophone Academic Advisor: relationship with case centres, NACRA (North American Case Research Association) Marketing Teaching Department
Extract from the editorial policy:
As regards the development of case studies, Excelia remains the principal creative establishment. According to the CCMP, the ‘creative establishment’ is the educational institution for which the product was originally developed.
When developing their cases, it is important that authors take into account the assessment criteria, editorial standards, and expectations of Excelia concerning the use and dissemination of the cases.
There may be co-authors for the same case, including consultants, managers or professionals. However, a permanent research-active faculty member from within Excelia must participate in the writing of the case, and coordinate the work.
The admissibility criteria for a case are as follows:
- Its educational value
- Quality of style
- The accompanying teaching recommendations
- Appropriate authorisation from the company concerned
- The international dimension of the cas
- Languages: French and English
Authors should pay particular attention to detailing teaching recommendations. They should specify: the educational objectives, the type of programme/course for which the case can be used effectively, guidelines detailing how the case should be approached, and the type of analysis that the case lends itself to corresponding to the pedagogical objectives.
What is Case Method Teaching?
The aim of a pedagogical case is to encourage learning amongst students and to enable them to put their theoretical knowledge into practice using real-life issues... in other words, to facilitate the interaction between theory and practice.
A pedagogical case constitutes taking an in-depth look at the very heart of a company. The analysis of a real-life issue, which the management are either facing or have had to face, represents above all, the opportunity to experiment with different approaches to solutions. It is essentially about sharing practical experience to encourage a more tangible learning method among students, which is fundamental in preparing them for the world of work.
For HEC Montreal
“A teaching case is a description of a real-life complex situation for the purpose of provoking thought and discussion amongst students, with the aim of generating specific learning outcomes, such as, notably, the development of judgment and critical thinking skills.” Argumentation and the ability to reason are the primary objectives of this exercise. Students are required to defend their solutions, particularly through group discussion. More importantly, however, the conclusions put forward and then applied only have a transient value and will evolve or even be replaced by others that are better suited to the new situation.
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For the Case Centre
“Cases recount real life business or management situations that present business executives with a dilemma or uncertain outcome. The case describes the scenario in the context of the events, people and factors that influence it and enables students to identify closely with those involved. Management cases are generally written by business school faculty with particular learning objectives in mind and are refined in the classroom before publication. Relevant documentation or audio-visual items and a carefully crafted teaching note often accompany a case.”
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For Harvard Business School
“Case method teaching immerses students into realistic business situations. Cases provide the reality of managerial decision making — which includes incomplete information, time constraints, and conflicting goals — as students learn how to analyze business situations. The case method packs more experience into each hour of learning than any other instructional approach. It stimulates students' thinking and encourages discussion. Not only is it the most relevant and practical way to learn managerial skills, it's exciting and fun.”
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An active pedagogical method: two steps
Case studies are increasingly being used in management science programmes, as they provide an opportunity to work in close contact with the professional world, whilst at the same time perfectly illustrating the academic theory being taught.
There are two key steps:
- The creation, submission and publication of the case study
- The integration of the case study into an academic programme (included in the syllabus or course plan)
Applying the CSS principle
Co-developing with companies to co-innovate
Reasons for companies to become involved in developing case studies:
- To have an external point of view, a different perspective on the solutions that have been adopted internally
- To create awareness of the company and enhance its reputation through the School's website, which regularly reports on case studies, particularly when research active faculty is rewarded for the quality of their achievements
- To have the possibility of using all or part of a case for training their own employees (companies that choose to go further, in particular via our Institutes, can decide to use the case as a real decision-making tool, a form of co-innovation).
Examples of how case studies have been used:
- Using a case for training purposes: CCMP Case study G1815 – the partnership of Voie Navigable de France (VNF) and United Paper Mills (UPM) ‘La longue route du papier, UPM au cœur des ressources renouvelables ou comment le report modal peut participer à la stratégie d'une entreprise’ (The long road of paper, UPM at the heart of renewable resources or how the modal shift can participate in the strategy of a company). This case was reworked with the teams from VNF to be used for internal training.
- Using a case in decision-making: Partnerships with Remy Martin, Hénaff and Tauzia.
"Cas-thothèque"… our case study library
Some of the School’s cases
Case study ‘Hôtel ALTEORA : Développement durable et RSE au service de la performance globale’ (Hotel ALTEORA: Sustainable Development and CSR to enhance overall performance)
Authors: Nathalie Montargot, Florence Winkler, Luc Béal
© CCMP 2019 Ref. R0012
Case study ‘Boulanger : un distributeur qui s'engage dans l'économie circulaire’ (Boulanger: a retailer committed to the circular economy)
Authors: Vincent Helfrich, Philippe Schafer
© CCMP 2019 Ref. D0003
Case study ‘Groupe Hautier Transports : Comment ancrer une démarche de Responsabilité Sociétale auprès de tous ses salariés ?’ (Hautier Transport Group: How can you ensure that Corporate Social Responsibility is adopted by all employees?)
Authors: Fanny Romestant, Vincent Helfrich, Pierre Baret Special
Award for the Best Case in SD/CSR, RIODD (2019)
Case study ‘HCTC : école hôtelière au service des minorités’ (HCTC: Hotel & Catering School helping minorities)
Authors: Mathieu PAQUEROT - IAE La Rochelle University School of Management, Anne QUEFFELEC - LM Business Games, Marie-Noëlle RIMAUD - Excelia La Rochelle, INNOV Case Lab
© CCMP 2019 Ref. R0006
Case study ‘FIFAV, Festival International du Film d'Aventure : pour ses 15 ans, quelle stratégie de développement ?’ (FIFAV, International Adventure Film Festival: on the occasion of its 15th anniversary, what should its development strategy be?)
Author: Marie-Noëlle RIMAUD
© CCMP 2019 Ref. GP0015
Case study ‘Léman sans frontière, une collaboration marketing franco-suisse pour développer une destination touristique transfrontalière’ (Lake Geneva Beyond Borders – a Franco-Swiss marketing collaboration to develop a cross-border tourism destination)
Author: Jérôme PIRIOU 2019 AFMAT
Award for the Best Pedagogical Case in Tourism Management
© CCMP 2019
Case study ‘Touche Pas à Mon Poste : « bad buzz » et gestion de crise’ (Don’t touch my job: bad buzz and crisis management)
Authors: Souad DJELASSI - IUT Roubaix (University Lille 2), Anne QUEFFELEC - LM Business Games, Marie-Noëlle RIMAUD - Excelia
© CCMP Ref. K0012
Case study ‘Diffuz : développer le réseau social et solidaire en ligne de la Macif’ (Diffuz: developing the social and solidarity network of the MACIF)
Author: Valentina Kirova
© CCMP Ref. M1991
Case study ‘Le droit, la morale et l’éthique’ (Law, Morality and Ethics)
Author: Isabelle Baudet
© CCMP Ref. J0090
October 2015: Award for Best Case Study written in French NACRA – North American Case Research Association for the case ‘La Maison de Cognac Remy Martin’ (Remy Martin Cognac)
Authors: Valentina KIROVA, Marie-Noëlle RIMAUD
© CCMP Ref. M1922
June 2015: CCMP Top Cas Marketing Award for the case ‘Repositionnement de la marque Jardin Bio : Face aux mutations du marché du bio alimentaire, quel marketing adopter ?’ (Repositioning the brand - Jardin Bio: Faced with the changes in the organic food market, what kind of marketing strategy should be adopted?) Authors: Marie-Noëlle RIMAUD, Imed BEN NASR
© CCMP Ref. M1827
2014: ‘LECOANET HEMANT : le redressement d'une PME avec « l'action learning »’ (LECOANET HEMANT: the recovery of an SMB using ‘Action Learning’)
Author: Daniel BELET
© CCMP Ref. H0609
2011: Award for Best SMB Case Study – FNEGE Ariane Award for the case ‘Hénaff : de l'utilité d'une stratégie RSE pour renforcer son capital marque sur les réseaux sociaux’ (Hénaff: the value of a CSR strategy to strengthen its brand equity on social media)
Authors: Anne QUEFFELEC, Marie-Noëlle RIMAUD
© CCMP Ref. G1750
2013: ‘La nouvelle Cie du Ponant : lorsque le spécialiste français du yachting de luxe et des croisières polaires s'interroge sur son avenir !’ (Ponant – when a French specialist in the luxury yachting and polar cruise industry questions its future!)
Authors: Marie-Noëlle RIMAUD, Véronique MONDOU
© CCMP Ref. M1854
2014: ‘LECOANET HEMANT : le redressement d'une PME avec « l'action learning »’ (LECOANET HEMANT: the recovery of an SMB using ‘Action Learning’) Author: Daniel BELET
© CCMP Ref. H0609
Head of INNOV Case Lab
Research-active faculty member, Marketing Teaching Department Areas of research: Event and Leisure Marketing, Tourism Marketing, Integrated Coastal Management Skype: rimaudmn
+ 33 (0)5 46 51 77 64
Scientific Research Advisor University Professor Director of the IRGO – Institut de Recherche en Gestion des Organisations (Institute for Research in Organisational Management), IAE Bordeaux University School of Management
Executive Assistant –
Faculty & Accreditations Assistant
+33 (0)5 16 19 62 65
INNOV Case Lab
Excelia Case Centre
Room 64 and Teaching Lab Media Library
102 rue de Coureilles,
La Rochelle Cedex 1