2026 IBSS Bridging East and West Business Case Competition Registration Successfully Concludes: An Industry Research and Consulting Journey Begins

The registration phase for the 2026 “Bridging East and West” Business Case Competition, hosted by the International Business School Suzhou (IBSS) at Xi’an Jiaotong-Liverpool University, has successfully concluded. This year’s competition centers on “Designing a Global ESG Strategy for Engma Group”, with the aim of bridging academic research and industry practice. By addressing real-world business challenges, the competition nurtures students’ global perspective and strategic thinking, integrating them into the cutting-edge domain of Environmental, Social, and Governance (ESG) strategies.

Global Knowledge Sharing: Outstanding Registration Results

The competition has attracted enthusiastic participation from across the globe, with 342 teams comprising 1172 students from 171 universities across 19 countries and regions. Participating countries and regions include:

• Australia, Belgium, Canada, Mainland China and Hong Kong SAR, France, Germany, Hungary, Ireland, Japan, Malaysia, Pakistan, Peru, Russia, Singapore, South Korea, Spain, the United Kingdom, the United States, and Vietnam.

Students will leverage their diverse cultural backgrounds and academic skills to analyze Engma Group’s real-world business cases through the lens of “symbiosis philosophy”. They will design actionable global ESG strategies that aim to achieve a balance between social and economic success, aligning with the company’s sustainable development goals.

Industry Research and Consulting Journey: Bridging Academia and Practice

To deepen participants’ understanding of industry challenges and foster the integration of academic theories with practical solutions, Engma Group and IBSS will host the live-streamed forum titled “Industry Research and Consulting Journey” on June 29, 2026, from 14:00-16:00 (CST).

This forum will feature insights from industry and academic leaders, providing participants with structured, practical knowledge and inspiration for consulting practice. The esteemed speaker lineup includes:

• Wenqing Wu: Brand Director of Engma Group and General Manager of Engma Culture Development Company

• Dr Jie Li: Senior Associate Professor and Head of the Department of Strategic Management and Organisation, IBSS

• Dr Jianwen Zheng: Associate Professor and Director of Research Impact, IBSS

Forum Highlights: Insights and Practical Guidance

1. Real-World Case Analysis: Speakers will focus on Engma Group’s core ESG practices, offering an in-depth analysis of how the philosophy of symbiosis integrates with business strategies and drives green development.
2. Bridging Academia and Industry: The forum will explore how academic research can address business needs, helping students transform theoretical insights into practical, actionable solutions.
3. Interactive Guidance and Exchange: The speakers will respond to questions from participants and the audience, offering key advice on solution design, consulting methodologies, and implementation strategies to broaden students’ understanding of industry challenges.

This forum offers a valuable opportunity for participants to gain deeper insights into ESG strategies, understand trends in business transformation, and explore industry-tailored consulting practices.

Competition Highlights: Connecting Academia and Industry Through Real Business Challenges

This year’s competition is built on the full-cycle consulting process, covering end-to-end activities from industry research to strategy development and solution presentation. Participants are provided with a hands-on learning opportunity through realistic scenarios and consulting challenges. Key highlights include:

1. Global Perspective Meets Local Application: Participants will bridge global ESG trends with Engma Group’s real-world context to create innovative, actionable solutions.
2. Integration of Theory and Practice: The competition ensures participants experience the entire consulting journey, allowing them to validate their academic knowledge in practical, industry-oriented settings.
3. Career Development Support: Winning teams will gain direct access to Engma Group’s Fast-Track Internship Programme, giving them first-hand exposure to operating in industry environments.
4. Innovating with Symbiosis Philosophy: By applying the “symbiosis philosophy,” students will learn how businesses can balance economic growth with social responsibility, exploring future-oriented strategies for corporate sustainability.

Join the Live Forum | Industry Research and Consulting Journey

Forum Date and Time: June 29, 2026, 14:00–16:00 (CST)
The event will be streamed live globally via an official platform. Participants, as well as anyone interested in ESG strategies and sustainable business practices, are encouraged to attend.

Contact Information

For more information about the competition and the forum, please contact:

• Official Competition Email: casecompetition.ibss@xjtlu.edu.cn
• Dr Jianwen Zheng: Jianwen.zheng02@xjtlu.edu.cn
• Dr Xinyi Zhou: Xinyi.zhou@xjtlu.edu.cn

We look forward to the Industry Research and Consulting Journey, where students will gain critical insights into real-world business challenges, explore the intersection of theory and practice, and strengthen collaboration between academia and industry. The competition and forum continue to drive innovation and foster a meaningful exchange of ideas for sustainable business strategies on a global scale.