Cerebration is a global business challenge, organized annually by NUS Business School, Singapore. It is essentially a hybrid of a business plan and business case competition and looks to combine the best elements of both. At the heart of the competition are real life case studies of four leading Singaporean companies that are focused on international expansion. These cases profile the strategic, operational, people and financial aspects of the company and look to give teams a comprehensive understanding of the organization.

Every participating team was supposed to select a case and choose a target market (country) for the respective case. The competition was a three stage evaluation process with the detailed feedback from the judges to align our output with the case sponsor’s expectations. The semi-finals and finals provide an opportunity to the top 8 teams to enjoy an all-expenses paid trip to Singapore where they will present their findings and business plans to the CEO/top management of their chosen company in addition to a panel of leading industry experts.

Team members of SJMSOM, IIT Bombay (Batch 05-07):

1. Gaurav Mittal

2. Prafull Kumar Mittal

3. Abhishek Mani

4. Suman Koduri

The case involved preparing entry Strategy for Cerebos Pacific Ltd. in any market across the globe. Team Shoonya prepared Entry Strategy into India. Cerebos Pacific Ltd is a leading FMCG company manufacturing Essence of Chicken , other Traditional Chinese Medicines and Western Foods like Coffee, gravies and cooking aids

Website: http://www.nus.edu.sg/cerebration/

Aggregate participation statistics:

  • No. of teams: 641
  • No. of Universities: 117
  • No. countries: 31

Below is the list of some of the major B-schools which were in the fray:


Major Participating Business Schools


1. Columbia Business School, Columbia University

2. Graduate School of Management, University of California (Davis)

3. Haas School of Business, UC Berkeley

4. Johnson Graduate School of Management, Cornell University

5. Jones Graduate School of Management, Rice University

6. Kellogg School of Management, Northwestern University

7. Leeds School of Business, University of Colorado at Boulder

8. Sloan School of Management, MIT

9. Tuck School of Business, Dartmouth University

10. University of Washington Business School

11. Yale School of Management


12. Queens School of Business, Queens University, Canada

13. Richard Ivey School of Business, University of Western Ontario


14. ESSEC Business School, Paris, France

15. Instituto de Empresa, Spain

16. Judge Business School, University of Cambridge, UK

17. London Business School, UK

18. Said Business School, Oxford University, UK

19. Stuttgart Institute of Management and Technology, Germany

20. Warwick Business School, Warwick University, UK


21. Graduate School of Business, University of Capetown, South Africa

Asia Pacific, Australia, NZ

22. Asian Institute of Management, Manila, Philippines

23. Chinese University of Hong Kong, China

24. College of Business Administration, University of Philippines

25. Faculty of Business and Economics, University of Hong Kong, China

26. Faculty of Management Studies, Delhi University, India

27. Indian Institute of Foreign Trade, India

28. Indian Institute of Management, Ahmedabad, India

29. Indian Institute of Management, Bangalore, India

30. Indian Institute of Management, Calcutta, India

31. Indian Institute of Management, Indore, India

32. Indian Institute of Management, Kozhikode, India

33. Indian Institute of Management, Lucknow, India

34. Indian School of Business, India

35. Nanyang Business School, Singapore

36. NUS Business School, Singapore

37. S.P Jain Institute of Management and Research, India/Dubai

38. XLRI School of Management, India

Competition Structure

Phase I: Out of 641 teams top 48 teams were selected on the basis of the executive summary.12*4 teams for each of the four B-Plans were selected

Phase II: Then in the next phase top 24 teams were selected on the basis of detail Business plan. 6*4 teams for each of the four B-Plans were selected

Phase III: Revision in B-Plan based on the feedback provided by the company, Cerebos Pacific Limited and Hewitt Associates, Knowledge partner for the event. Then on the basis of revised B-Plan top 8 teams were selected 2*4 teams for each of the four B-Plans were selected

For the next phase these 8 teams will fly to Singapore where the Grand Finale of the NUS MBA Global Business Case Challenge -Cerebration will be held on 27th March, 2006 at ‘The Raffles City Convention Center’ Singapore.

The total prize money at stake is SD 30000

SJMSOM IIT Bombay will be sharing the dais with the following teams from all over the world:

S. No.

Team name



Beautiful Minds

Jesse H Jones Graduate School of Management, Rice University, USA



Shailesh J Mehta School of Management, India


The Positives

SP Jain Institute of Management and Research, India


RSM Rotterdam

RSM Erasmus University


Team HEC Montreal

HEC Montreal, Canada


Magic Purple

Kellog School of Management, USA



Instituto de Empressa, Spain




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