Peebuddy case study secures 1st runner’s-up position in the world renowned CEEMAN & & Emerald Case Writing Competition
New Delhi: A case study built around India’s first female urination device PeeBuddy, has secured the first runner’s up position in the 26th CEEMAN Case Writing Competition, which is one of the world’s most prestigious events in global case challenges. Ms Neena Sondhi and Dr. Rituparna Basu (International Management Institute or IMI) authored the case study, securing one of the top three positions from among 63 cases from 15 countries.
The case study is about India’s 1st female urination device PeeBuddy (portable and disposable), which enables women to Stand & Pee. It offers the best solution to avoid touching dirty toilet seats and thus frees them from having to hold in pee or do uncomfortable squats and in turn UTIs. The case study would further contribute with impactful learning tools, relevant to understanding the unaddressed intimate hygiene issues women face, especially in the Indian context.
The competition aims to encourage and promote the development of quality teaching case material relevant to dynamic and emerging economies.
Neena Sondhi, Professor at IMI, New Delhi said, “Pee Buddy is a very special case, on the face of it, it is about an innovative product and the decision dilemma of scaling-up with the right strategies. However, there are deep layers of cultural barriers that go against its successful adoption; thus, it is insightful and thought-provoking. So, the first-runners up prize at the 26th CEEMANS case competition and that too for Pee Buddy makes it a double celebration.”
Rituparna Basu, Associate Professor at IMI, Kolkata added, “I am overwhelmed to receive this prestigious award. Writing the Peebuddy case has been thoroughly enriching as it narrates a bold business story with a wishful vision for a world that is inclusive and liberal in mind-set. I am certain that the incomparable network of CEEMAN and Emerald would help our teaching case reach real classrooms across the global academia as we will continue to cherish this wonderful recognition of our effort.”
Deep Bajaj, the Founder and CEO of PeeBuddy said, “Team Sirona, the maker of PeeBuddy is thankful to Ms Neena Sondhi and Dr. Rituparna Bas, the brilliant authors of the case for their effort. They have made the nation proud, bringing PeeBuddy to the international academia map with the first runner’s up position at 26th CEEMAN Case Writing Competition. We are looking forward to the case aiding impactful learning across the world.”
The winner of the competition was Biotronik: Geoff Bick and Stephanie Barden, South Africa. The second runner’s up position was secured by Sustainable growth in times of crisis: L’Oréal Russia, Daniil Muravskii, Snezhana Muravskaia, Elena Romanova, and Valeria Kudinova, Russia.
The top three winners will receive monetary prizes from Emerald, publication of the case in Emerald Emerging Markets Case Studies, and full/ partial scholarships for CEEMAN’s International Management Teachers Academy-IMTA. They can participate at the 28th CEEMAN Annual Conference (23-25 September) for free, where they will officially receive their awards.
