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Bentley Teams Take Silver and Bronze in National Business Case Competition

April 4, 1998


When college students take an interest in "cruising," it doesn?t always involve cars, bars and searches for other students. For nine undergraduates from Bentley College, "cruising" this past weekend meant analyzing the problems and future strategy of Carnival Cruise Lines, in an intercollegiate competition for the best analysis of a new business case study.

Bentley fielded two teams in the 14th annual case competition of the Society for Advancement of Management (SAM) in Washington, D.C. A five-person team placed second of the 20 schools in SAM?s Undergraduate Division, and a four-student team placed third in the Open Division, where MBA students join the contest.

The Undergraduate Division team was composed largely of the Bentley students who won Boston University?s "B-School Beanpot" case competition in February -- Rob Adinolofi, Sonya Brook, O?Malley Hayes, Scott Moss, and Rob Walker. The Open Division team, also veterans of the Beanpot tournament, included Devin Chodorow, Jason Dubeshter, Aric Ng, and Felicia Tamulevich. Team coaches were Profs. John A. Seeger and Louis Chin.

The contest drew entries from 28 of the professional society?s 100 college chapters. SAM Vice President James Stewart, also a professor at Merrimack College, noted that most winners in this event draw on several years of experience in the contest. "It is extremely unusual for a first-time entrant to finish well," said Stewart. "And to win in both divisions? That?s a major accomplishment."

The unpublished study of Carnival Cruise Lines, Inc. was distributed to competing teams six weeks before the event. Students worked independently to prepare fifteen-minute presentations to a panel of three judges, and fielded questions for another ten minutes.

One suggestion to Carnival by Bentley?s Undergraduate Division team involved using modern information technology to send movie clips of cruise passengers back to their stay-at-home friends by e-mail. "It would be like a virtual movie postcard, sent right from the deck of the ship and showing the sender in the middle of whatever activity they were enjoying at the moment," said team member Rob Walker. "That is an idea I hope we can bring to the attention of Carnival?s top management," said coach John Seeger. "The winning presentations here were at the quality level management would expect of a first-rate consulting firm."

SAM will contact the cruise line to suggest it host the winners in a presentation to its executives, said Dr. Moustafa H. Abdelsamad, SAM International President and dean of the Business College at Texas A&M University - Corpus Christi.

BENTLEY UNIVERSITY is one of the nation’s leading business schools, dedicated to preparing a new kind of business leader – one with the deep technical skills, broad global perspective, and high ethical standards required to make a difference in an ever-changing world. Our rich, diverse arts and sciences program, combined with an advanced business curriculum, prepares informed professionals who make an impact in their chosen fields. Located on a classic New England campus minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers. The Graduate School emphasizes the impact of technology on business practice, in offerings that include MBA and Master of Science programs, PhD programs in accountancy and in business, and customized executive education programs. The university enrolls approximately 4,100 full-time undergraduate, 140 adult part-time undergraduate, 1,430 graduate, and 43 doctoral students. Bentley is accredited by the New England Association of Schools and Colleges; AACSB International – The Association to Advance Collegiate Schools of Business; and the European Quality Improvement System, which benchmarks quality in management and business education. For more information, please visit

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