A professor in the Strategy and Entrepreneurship Department at NEOMA, Huaiyuan Han won the award for the best pedagogic case study in international management presented during the 2024 annual Atlas-AFMI conference in Marrakech.

Already a recipient in 2017, Huaiyuan Han also won the award this year for the best pedagogic case study in international management for his case study “TIANLALA: New-Style Tea Brand Shines in the Lower-Tier Cities Market“, published by the Centrale de Cas et de Médias Pédagogiques (CCMP).

“When confronting powerful competitors, how can an emerging brand make itself known and be accepted and appreciated by consumers, particularly young ones? Created in 2015, the Chinese brand Tianlala has opened more than 5,000 franchises and one hundred direct points of sale for its innovative tea beverage. Through this study, we hope to inspire the marketing positioning of new brands”, Huaiyuan said.

For more than ten years, this award has recognised a case study focused on issues of international development for companies of all sizes, mature and emerging markets, in their diverse functional aspects.

It is awarded during the annual conference of the Atlas-AFMI (Association Francophone de Management International), an academic association that contributes to the development of the field of international management in France.