When the classroom becomes a boardroom – a recap of the 2025 Asper Business Case Competition

The 2025 Asper Business Case Competition (ABCC) took place from February 19 to 23, challenging nine graduate teams to apply their knowledge and unique skillsets to three comprehensive cases.

Memorial University took home first place after a stellar performance throughout the competition, with John Molson School of Business coming in second place and DeGroote School of Business rounding out the podium in third.

Experiential learning on display

In the first round of competition, teams tackled a prepared case on the Manitoba Museum. Before landing in Winnipeg, they had two weeks to dig into “the largest classroom in the province,” as CEO Dorota Blumczyńska calls it.

Bringing travelling exhibitions to Manitoba stopped during the COVID-19 pandemic, and ABCC teams were tasked with developing a financially sustainable plan to bring these major exhibitions back to Manitobans.

Reflecting on the competition experience, Blumczyńska highlights the value of crafting a case for the Manitoba Museum that captured the nuances of the non-profit organization and that clearly identified the problem case contestants would solve.

“This was an invaluable exercise,” she said.

“Participating in the ABCC as a case sponsor made it possible for our team to hear ideas and insights from talented folks outside of our own echo chamber, and invited us into the perspectives and experiences of other business leaders from across our community.”

Bringing the boardroom to the classroom

The next round brought teams to the boardroom, where they were asked to identify a new market or product line to sustain the growth of AROW Global, a manufacturing company that specializes in the design and production of window systems and driver protection barriers for heavy-duty vehicles like transit buses and other service vehicles.

After the buzz of introductions and handshakes around a boardroom table, four consultants exchanged glances before the pitch officially began, ensuring that they made the most of their three-minutes of protected time before the floor opened to the six industry judges across the table.

The team braced for 22 minutes of discussion led by the judges’ thoughtful, often challenging, always incisive questions.

The ensuing exchange was dynamic, intense, and incredible to watch. There was an athleticism in each rhetorical move as team members bandied responses between themselves and the judges. They struck a subtle balance between responding to questions as asked and finding opportunities to demonstrate their research and dive into detail from their original pitch.

Somewhere in these 22 minutes, a classroom in the Drake Centre transformed into a boardroom.

A competition for more than the competitors

In addition to 36 student competitors and their faculty advisors, over 60 industry judges generously volunteer their time to make ABCC possible. Asper alum Grant White [BComm(Hons)/09], Managing Director of Endeavour Wealth Management, served as a judge during the boardroom round and highlights the intensity of the room.

“It was as real-life as it can get in a simulated environment,” he said of the boardroom round, adding that his experience of judge brought him more than engagement and entertainment.

“Hope,” he shared. “The experience brought me hope that the future is bright in our country and in particular here in Manitoba. I’m constantly impressed by the talent and genuine character of the people coming out of the Asper School of Business.”

One (or two) final pitches

For the final round of competition, teams had three hours to prepare a traditional case presentation for People Corporation, a Canadian firm specializing in group benefits, group retirement, and human resources services. After all teams presented their strategies—geared to support the COO in building trust in a key piece of technology—judges deliberated and selected the finalists to present one more time in front of a new panel of judges.

While their fellow competitors had a chance to relax, have a snack, and reflect on their hard work, the finalists pulled it together for one last pitch.

The why and the how – a case for community at Asper

After that last pitch, competitors, sponsors, volunteers, and case organizations gathered that Saturday evening for the awards gala, announcing and celebrating the winners and all competitors for their impressive marathon of strategy and presentations.

Manitoba Museum CEO Blumczyńska reminded the students in the room what they bring to their programs, calling for the value of lived experience and the impact of bringing their background, experience, and unique contributions to every part of their work and life.

AROW Global Manager and MBA alum Elliot Codispodi [MBA/25] called for the room to invest in people, highlighting how the Canadian business community moves forward thanks to strong people and stronger community connections.

Event organizer and Lead of Experiential Learning Judy Jayasuriya [BComm(Hons)/10, BA/12, MBA/14] concluded the formal remarks celebrating the people that made the event possible, ending her speech with the whole room on their feet, an acknowledgement of how many hands an event like this takes.

“This,” she concluded, “this is the power of community.”

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The 2025 Asper Business Case Competition is key to the Asper School of Business’ mission to provide relevant, rigorous, and quality business education enriched by the transformative power of experiential learning.

This year’s competition was possible thanks to the generous support, efforts, and time given by individuals and organizations throughout Manitoba. ABCC 2025 was sponsored by The Associates of the Asper School of Business, the Stu Clark Graduate School, AROW Global, the Manitoba Museum, People Corporation, IJL, Access Credit Union, and CMC Canada, and supported by 57 student volunteers and over 60 industry judges.

Emily Wilson