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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.
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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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