The BFI Case Jam 2025, hosted by the Business Families Institute (BFI) at Singapore Management University (SMU), united some of the brightest young minds from across Asia and beyond. Now in its fourth year, this dynamic case competition has emerged as a premier experiential learning platform—empowering participants to confront real-world family business challenges under pressure while cultivating international collaboration.
A Global Stage for Talent Development
This year's Case Jam recorded the highest participation ever, with over 120 students from 17 universities across 9 countries.
- Singapore: Singapore Management University, National University of Singapore, and Singapore Institute of Technology
- Australia: James Cook University and University of Melbourne
- Hong Kong: City University of Hong Kong and Hong Kong Shue Yan University
- Indonesia: BINUS University, Institut Teknologi Bandung, Universitas Gadjah Mada, and University of Indonesia
- Japan: Waseda University
- Malaysia: Universiti Teknologi PETRONAS and Universiti Tunku Abdul Rahman
- Pakistan: Lahore University of Management Sciences
- South Korea: Sungkyunkwan University
- Thailand: Thammasat University
This diverse representation strengthens the Case Jam’s reputation as a leading platform for global learning in family business, entrepreneurship, and strategy.
In his opening remarks, Associate Professor Kenneth Goh, Academic Director of the Business Families Institute, offered participants practical tips to start the Case Jam on the right foot. “You may feel anxious meeting teammates from different parts of the world and facing a case due in just five hours,” he said. “But let that nervous energy fuel your excitement and drive. This is your chance to collaborate, learn quickly, and turn challenge into opportunity.”
A Distinctive Learning Experience
The BFI Case Jam stands out from traditional case competitions by emphasising speed, surprise, and simulation. During the event, participants are randomly assigned to teams and have only five hours to tackle a real-world challenge faced by a family business. This year’s case focused on a family-run agri-business, and participants had to address issues relating to market analysis, strategies for both organic and inorganic growth, and family dynamics. Without any prior preparation, they must quickly unite as a team, analyse complex data, develop a strategy, and present their recommendations to a panel of judges that includes leaders from business families, industry experts from EY-Parthenon, and faculty members from SMU.
Following the intense team challenge, participants received insightful remarks from the Guests of Honour — Professor Lim Sun Sun, Vice President of Partnerships and Engagement and a distinguished Lee Kong Chian Professor of Communication and Technology at Singapore Management University, and Mr Abhishek Chakravarty, Partner, Strategy and Transactions at EY-Parthenon Singapore. Their remarks bridge the practical experience of the Case Jam with broader lessons in family business and strategy.
Professor Lim highlighted the synergy between business schools and family businesses. She articulated how the Business Families Institute at SMU is beneficial for deepening our understanding of effective family business management and fostering future growth and innovation.
Building on this perspective, Mr Chakravarty remarked that the Case Jam closely mirrors the dynamics of a consulting team. He urged the participants to consider how to allocate their time and effectively communicate their ideas. It's not just about analysis, as one could fine-tune for hours, but neglect effective communication. They should focus on key points, connecting with their audience, and engaging those they advise, as this is often more important than just getting the numbers right.
Celebrating Excellence and Collaboration
Awards were presented in three categories: Best Team Performance, Best Performing Guest University, and Top Individual Performers, with a total prize pool of SGD 9,000.
Mr Albert Lukas Pithel Hasugian from Institut Teknologi Bandung, winner of Best Individual Performer, shared: “I found the Case Jam unique and genuinely engaging because the case centred on a family business, something I rarely work on, and we only had five hours to crack it. Family businesses create jobs and real economic value, yet they rarely show up in case competitions.”
Ms Sarah Ng Qiu Hong, a second-year SMU business undergraduate and Top 5 Individual Performer, reflected: “I felt that what made the BFI Case Jam truly unique was its diversity. It was a truly valuable experience to meet and collaborate with people from other schools and countries, each of us bringing our own unique perspectives, cultural insights, and problem-solving styles. The exchange of ideas was incredibly energising and opened my eyes to new ways of thinking.”
Ms Nicole Liu from the University of Melbourne, whose team won First Prize in Team Challenge and 2nd Best Performing Guest University, added: “I was plenty nervous about my ability to perform well in this competition, but those nerves didn't matter anymore once the countdown had started. I think that me being able to conquer my nerves and make concrete decisions with my team helped us stay on track to win first-place. It was also necessary for me to have a mental plan prepared in my head before I had even met my team.“
Beyond cash prizes, top performers also received exclusive internship and mentorship opportunities with EY-Parthenon, bridging the gap between academic learning and industry practice.
Acknowledgements
The success of BFI Case Jam 2025 was made possible through the support and commitment of our valued partners and contributors:
- Knowledge Partner: EY-Parthenon
- Supporting Partner: Indorama Corporation
- Guests of Honour: Professor Sun Sun Lim and Mr. Abhishek Chakravarty
- EY-Parthenon – for their expertise as case writers, mentors, and judges: Fabrice Imparato, Philip Bai, Shezaan Daya, Bablu Kumar, Sameer Seth, Micah Yoo, Vicky Zhou, Rajiv Mukherjee, Rohit Chhabra, Ka Shing Ng, Tania Koh, Shyenne Chia, Saumya Rajawat, Delores Wong, Anagi Fernando, and Soumili Basak
- Leaders from Business Families: Ken Leong and Bonnie Wong
- SMU Faculty: Professors Chen Liang, Geng Xuesong, Yuanto Kusnadi, Daniel Mack, Say Gui Deng; Adjunct Faculty Ma Kheng Min and Ng Xu Wen
- Emcee: Joshua Ng
As family enterprises face increasing complexity and change, the BFI Case Jam continues to serve as a unique platform to prepare the next generation of leaders for a future that demands agility, empathy, and strategic clarity. We thank all participants, partners, and contributors who made this year’s edition a success, and we look forward to BFI Case Jam 2026.
