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Moncton, NB:  J.D. Irving, Limited (JDI) has partnered with l'Université de Moncton (U de M) to offer its first ever Direct Exchange marketing business case competition.

“The case we provided to the students is an actual marketing challenge that we are currently facing with one of our newer companies," said Andre Beaulieu, Director of Retail Sales, Sawmill Division, J.D. Irving, Limited. "So it was very interesting to hear the suggested solutions from the students, in fact, we heard some very good ideas."

Four teams comprised of fourth year Marketing students at U de M competed. They were presented with a real-life scenario at JDI, including the relevant data and conditions that a JDI manager was facing at the time.  After research and analysis, the teams each suggested a solution, complete with the logic to support their decision.  Earlier this month, individual team solutions were judged based on content completeness, presentation skills, and responses to specific questions posed by the judges. 

  Winning Team
U de M's winning team was presented with a cash prize.  

(Left to Right): Lucie Toussaint, Lecturer, Business Facility, U de M; Fatoumata Binefour Dia (student); Rémi St-Germain (student); Joanie Soucy (student); Jo-Annie Ouellette (student); Pascal Gionet-Lavigne (student); Alain Fournier, Third Party Sales Manager, JDI Sawmills Division, and Andre Beaulieu, Director Retail Sales, JDI Sawmills Division.


“The case competition provides an opportunity for the students to apply the marketing principles and strategies that they are learning in the classroom to a real-life case,” said Lucie Toussaint, Lecturer, Business Faculty, U de M. “The added value is that the students have gained the experience of presenting and defending their findings to JDI senior executives." 

“I really liked the real-life scenario, having to think about this case and actually taking the information and applying it to a real world decision,” said U de M student, Pascal Gionet-Lavigne, member of the winning team.

“I valued working hard with my classmates and putting all of our different talents together to make the presentation a success,” said Fatoumata Binefour Dia, another member of the winning team.

“It is great to have the opportunity to partner with the best and we look forward to continuing the Direct Exchange program with l'Université de Moncton next year,” said Jim Jordan, Vice President, Supply Chain, J.D. Irving, Limited. “We value the opportunity to exchange ideas on potential solutions with each team. We highly value the partnerships that have been established with the faculty at each university; in the end, it is their willingness that allows the Direct Exchange Program to succeed." 

Over the past seven years, JDI has sponsored Information Technology, Finance, and Supply Chain case study competitions. Our eight university partners include: Acadia University, Dalhousie University, Saint Mary’s University, Université de Moncton, Mount Allison University, Saint Francis Xavier University, and University of New Brunswick (both Fredericton and Saint John Campuses). To date, 3800 talented students have participated. 

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