Tuck student's communications study wins top honors
Jennifer Kaye '99, a second-year student at the Tuck School of Business, took
the Grand Prize in the
2005 Case Study Competition in Corporate Communications sponsored by
the Arthur W. Page Society
and the Institute for Public
Relations. The competition highlights communications and reputation
management challenges that business leaders face.
Jennifer Kaye '99
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Kaye's study of the communications strategy used by Coca-Cola India to
restore public trust in its product in the aftermath of safety
allegations concerning the beverage earned her the top honors. She
will receive a $5,000 cash prize at the Society's annual spring seminar,
taking place in New York City this month. Kaye's faculty adviser,
Paul Argenti, Tuck Professor of Corporate Communication, will also be
honored at the event.
"Jennifer's work on the Coke case was an extraordinary effort for
an independent study. I'm extremely proud of what she has
done," said Argenti.
The winners were selected from among 42 entries. "The competition
helps future business leaders develop an appreciation for effective
public relations strategies," said Thomas R. Martin, Senior
Vice President for Corporate Relations at ITT Industries and president of
the Page Society. "By researching and writing about real
business problems, students can get an appreciation for what it
means to be a CEO or senior manager."
Kaye, a native of Granite Bay, Calif., is the co-chair of Tuck's Women in Business Club.
She will receive her MBA from the Tuck School in June 2005 and will
begin work at Bain & Company in New York in the fall.
Her case study is available online.
By GINA PLACE
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