MMICC 2013

March 18-24, 2013


1st Place – University of Pennsylvania (The Wharton School)

2nd Place – University of Belgrade

3rd Place – Tie between Thammasat University and International Team: McGill, Belgrade, Berkeley, Wharton

The Case

Title Greenlite Lighting Corporation
Authors William Polushin, Sergiy Zhukov, Richard Doyle
Publisher Desautels Faculty of Management – Program for International Competitiveness
Date September 14, 2011
Pages 27 pages
Overview This case is about a small and successful Canadian distributor and exporter which sells energy-efficient lighting alternatives. It provides insights into the commercial and competitive challenges faced by the company and highlights the steps taken to become a competitive and profitable enterprise since its founding in 1993. Increased competition, new entrants into the energy-efficient lighting market, its heavy reliance on Chinese manufacturers, and its sole focus on the North American market are all issues it must address.
Greenlite’s objective is to steadily increase annual revenues over the next 5 years without expanding beyond the North American market. However, it must do so in a way that will ensure the company remains profitable and sustainable. What is Greenlite to do?[Abstract from Authors]


Judging Panel

Eric Orr Director Freedom 55 Financial
George S. Attar CIO and Senior VP, Strategy and Government Relations McKesson Canada
Gordon Macfie President 7027109 Canada Inc.
Stefanie Lemme Gildan
Marie Lapointe Executive Director Rio Tinto Alcan
Gordon Hamilton VP Sales & Marketing Rio Tinto Alcan
Massimo Iamello Senior Manager Deloitte
Emilie Neveu Senior Accountant KPMG
Maithili Sagar Vice President Kinderville/Savantsoft
Miro Yaghi Vice President Gildan
Stephanie Gaucher Gildan
Jérôme Marquis Portfolio Manager Caisse de Depot



Katan Patel, Shonezi Noor


Richard Donovan Competition Advisor
Ava Yazdani Executive Advisor
Kristine Pinedo Executive Advisor



Emilien Arnold VP Sponsorship
Francesca Colantuoni VP Sponsorship
Sarah Corkery VP External
Bridget Zhang VP External
Julianna Obal VP Internal
Shady Ahmad VP Internal
Mary Lam VP Media
Evrard Muco VP Media
Matthew Hunter VP Creative
Alex Pajusi VP Web Design


McGill Ambassadors

Wilson Wong Thammasat University
Loreena Percy University of Pennsylvania (The Wharton School)
Christina Kontaxis University of Porto
Ingrid Gedeon University of Melbourne
Elie Lubendo University of Belgrade
Veronnik Marcil HEC Montreal
Sharanjit Mundi Universitas Indonesia
Laurence Lefebvre BI Norwegian Business School
Ian Cameron McGill University
Jessica Panetta UBC
Hannah Kessler University of California, Berkeley
Genevieve Lou International


Extended Team

Dan Novick Press, The Bull & Bear
Alain Kasparian Photographer, The Bull & Bear
Alexandra Henein Photographer, The Bull & Bear
JD Moirez Photographer, The Bull & Bear