KEDGE Collections: A key lever for real-world education

A valuable resource for fostering innovation and societal engagement

KEDGE Collections, in partnership with the CCMP (Central Case and Media Pedagogical Centre), encourages the adoption of creative approaches that generate value for businesses. This collection showcases best practices through success stories from companies and organisations of various sizes. Additionally, it promotes responsible practices and societal commitment by exploring corporate strategies in social responsibility and sustainable development.

This year, KEDGE Collection spans a wide array of subjects including marketing, finance, sustainable management, and technological innovation. For instance, the Danone case study familiarises students with calculating the weighted average cost of capital, a fundamental aspect of corporate finance. The Open 13 case explores how an international sporting event can build local stakeholder loyalty through exemplary organisation and well-orchestrated public relations. The Thomas Cook case provides an in-depth analysis of the strategic failure of this iconic travel company, offering students valuable lessons in crisis management and strategic decision-making.

Recently, KEDGE Collection published a case study titled "How to create and develop a DNVB brand in the tea and infusion market?" co-authored by Dominique Billon, director of the Master of Science in Marketing, and professor Barbat Valerie. This case follows the inspiring success story of a KEDGE graduate who launched an eco-friendly business using a Digitally Native Vertical Brand (DNVB) strategy. "The main objective is to understand the levers used to launch and develop a brand, identify the specifics of the brand strategy and marketing mix implemented, and propose several strategic alternatives to ensure the company’s future growth," explained Dominique Billon.