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Case Competition

A team of Krannert undergraduates topped seven other teams — three from Indiana
University’s Kelley School of Business — in the annual Krannert-Kelley Case Challenge in October.

Sponsored by the School of Management Council, the competition used a “live” case based on the business plan of SonarMed, a startup medical device company located in Purdue Research Park. The four-member teams were given only 24 hours to conduct research before presenting marketing ideas to a panel of judges that included Greg Ayers, SonarMed’s chief financial officer.

Bringing home the trophy were seniors David Fox, Bobby LaRue, Bryce Ondell, and Michael Paddock, who each received a prize of $250 from the Krannert Undergraduate Leadership Account. In addition to the winning Krannert team, IU teams, and one team from Indiana University-Purdue University Indianapolis, three other Krannert teams participated.

Sara Stein Koch, director of Krannert’s Undergraduate Management Communication Center, says the teams achieved a great deal in the short preparation time. “SonarMed’s Greg Ayers was surprised and pleased with what the students were able to assimilate and present,” she says.

It was productive from the students’ point of view, too. “The ‘live’ case presented us with challenges unlike anything we experience in the classroom,” says Ondell. “The time constraints forced us to be as efficient as possible. Knowing that one of the judges was the company’s founder made it even more important that we had a well-researched, professional solution.”

In addition to Ayers, the other judges were Henry “Hank” Suerth, entrepreneur-in-residence at the Burton D. Morgan Center in Discovery Park; Julie Goonewardene, associate director of technology commercialization at Discovery Park; Amy Childress, who received her MBA from Krannert; and Bob Balcerzak, an independent consultant from Indianapolis.

— Mike Lillich