"VêGê, Brand Repositioning in the Food Industry" case receives award from EFMD

André Vilares Morgado received an award from the EFMD (European Foundation For Management Development) in a competition aiming to encourage the writing of cases on enterprises and institutions in Europe, Asia and Africa. The award ceremony took place on 7 June, in Oestrich-Winkel (Wiesbaden), Germany, during the EFMD Annual Conference.

The Professor of Commercial Strategy and Marketing at AESE and the Executive MBA AESE/IESE was given recognition in the special category of
Euro-Mediterranean Managerial Practices and Issues with the case “VêGê, Brand Repositioning in the Food Industry”. The research project studies brand positioning in the food oils industry as exemplified by Sovena – Consumer Goods, SA, in 2006. Presenting the experience of the Director of Marketing during a phase of critical decision-making, the case challenges readers to decide for themselves based on real qualitative and quantitative data.

"As a Professor", relates André Morgado, “the writing of cases helps to link two realities that tend to be detached from each other: the corporate reality and the academic world. The cases are the connecting thread that maintain this connection. As an author of cases, international recognition is important, insofar as it is a validation of the cases as a teaching tool, from peers who are far removed from our corporate reality.” André Morgado adds, “I am especially pleased with the recognition of the school as a leader in the use of the Case Method among business schools", a methodology that it has employed since its founding.

André Morgado is also the author of “Logoplaste innovation in the global market: from packaging to the solution", recognised by CEEMAN (Central and East European Management Development Association) in 2008. The case is about a successful Portuguese company, whose internationalisation process saw it become the European leader in providing integrated services in rigid plastic packaging.


AESE is therefore among the winning Business Schools for 2009, along with INSEAD, Cranfield School of Management, HEC, IMD and IESE.

AESE – School for Management and Business has been the leader in Case Method education in Portugal since 1980. The value of this award lies with the awareness that it will generate not only within the worldwide educational community, but also in the business world, through the dissemination of best practice in corporate management and leadership.