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The business of victory

Simon Fraser University business undergraduate students May Yu and Emily Chua have won a top prize at one of Canada’s most prestigious university competitions.

Hosted by Queen’s University in Kingston, Ont., the Inter-Collegiate Business Competition (I.C.B.C.) is Canada’s premier undergraduate business case competition.

To take first prize in the marketing category, Yu and Chua beat 170 preliminary round submissions from 41 leading business schools across Canada and around the world.

The student team was coached by Jason Ho, assistant professor of marketing at SFU Business with additional assistance from PhD student Todd Green.

Both SFU students are in their fourth year in the Bachelor of Business Administration program.

Their case was about a profitable automotive detailing shop start-up with both business-to-business and business-to-consumer operations. The SFU team’s solution focused on building the brand equity and leveraging the firm’s competitive advantages before franchising the business model to a select group of franchisees.

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