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News & Events

Kellogg Hispanic Business Student Association wins national case competition


10/1/2004 - Four members of the Kellogg School’s Hispanic Business Student Association (HBSA) took first place in the Dell-Microsoft Marketing Case Competition Oct. 20 in Fort Worth, Texas.

The winning team was composed of second-year MBA students Deanna Harshbarger and Raquel Rozas and first-year students Ramon Rodriguez and Sandi Smith. They each were awarded a Dell Axim X50 PDA and a Microsoft X-Box.

After qualifying in a preliminary case study, the Kellogg team had four hours to formulate the actual case — creating a marketing plan for Dell’s new Axim X50 PDA — followed by a 15-minute presentation to competition judges. The competition was part of the National Society of Hispanic MBAs’ 15th Annual Conference and Career Expo.

“Our strategy involved the core competencies we learned at Kellogg,” said Harshbarger. “Our goal was to get adoption of the product, so we focused on young professionals.”

The Kellogg team competed against finalists from the University of Virginia, Emory University, the University of Texas at Dallas, Purdue University and Vanderbilt University. All the teams presented a strong challenge, said Ana Herrera-Malone, NSHMBA’s marketing and development director.

That’s good news for Hispanic MBAs, said Kyle Shinseki, president of the Kellogg Hispanic Business Student Association. “Hispanics are still under-represented in business, particularly in upper management. But the number of Hispanics in MBA programs is growing. Currently there are 4.5 percent.”

Shinseki also noted that Hispanics account for 13.7 percent of the population in the United States and $6 billion in purchasing power. “They’re the largest ethnic market in the country in all areas of business,” he said.

The HBSA at Kellogg promotes professional involvement in and understanding of the growing U.S. Hispanic market. HBSA has 25 active members and maintains a listserv for students interested in the organization’s initiatives.