Ross Students Win Second Place in Yahoo! Case Competition
Business plan for proposed TV channel nets students $5,000.
ANN ARBOR, Mich.—Ross School of Business MBA students Kaveesh Chawla,
Joy Ghanekar, Irfan Presswala and Tanuka Roy, all from the class of '07, won
second place in a recent case competition sponsored by Yahoo!
The competition was part of >play
, the Berkeley Digital Media Conference held at the Haas School of Business,
University of California, Berkeley in November.
Left to right, Joy Ghanekar, Tanuka Roy,
Irfan Presswala and Kaveesh Chawla
Students were asked for recommendations on how to make Yahoo! as strong a brand
name in television as it is in the online world. If Yahoo! did develop a television
channel, what content should it use and how should that content be delivered
In their presentation "Think Inside the Box," the Ross School team
suggested that Yahoo! present on-demand niche content with Yahoo! social networking
and personalized recommendation services, form partnerships with cable and telecom
providers, and generate ad-based revenue using contextual pre-roll ads.
Congratulating the team for creativity, customer focus and an excellent monetization
strategy, Cammie Dunaway, Yahoo!'s chief marketing officer, presented a $5,000
award to the Ross School team.
Nine teams from top United States MBA programs participated in the competition.
Teams from Sloan School of Management at the Massachusetts Institute of Technology
and Anderson School of Management at the University of California, Los Angeles
finished first and third, respectively.
Other teams that participated in the competition were from the University of
Chicago Graduate School of Business, Columbia Business School, Haas School of
Business, The Johnson School, Kellogg School of Management and Wharton Business
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