Case Format and Rules

New for 2019, earn “World Cup” points  for participating in the  Sales Management event.

The sales management event is the only one of its kind, focusing specifically on issues related to managing a professional sales force. Round 1 of the event takes place three weeks before coming to Orlando. It pits five universities in each “flight” against each other running a simulated national business and making all of the typical decisions of a first level sales manager. The competition will cover 8 quarters of decisions, where the next quarter’s decisions will be due 48 hours after receiving the previous quarters results.

The simulation used is the Wessex “Sales Management Simulation” (SMS), originally developed by Douglas Dalrymple.  Click here for the full description.

The top two universities from each flight will move on to round two which is the case presentation and this year based on Citrix. Note that even if you are not one of the top two from a flight, you can earn enough points to still win the Collegiate World Cup of Sales if you come out on the top or very near the top in other events. So every university is encouraged to participate.  There is no additional fee.

Round 2  This link is the judging rubric

Please keep in mind that Citrix  is a real company but the issues to be addressed in the case have been created solely for the case competition.

While the actual case won’t be handed out until the competition, it might be helpful to know that past years’ cases have focused on some of the following issues:

  • Territory alignment
  • Opening new territories
  • Compensation issues
  • Merging of sales organizations when two companies merge
  • Introduction of a new product

To get an idea of what a typical ICSC case competition case looks like, click on the link below for the 2017 case, which also involved Citrix Systems.

2017 Sales Management Case and Videos

This part of the competition consists of three rounds:

  • Round 1A and 1B is the initial presentation of a solution to the case and is set for 30 minutes; up to 20 minutes of presentation with 10 minutes for Q & A from the executive judges. There are 6 rooms with 5 teams presenting in sequence in each room in each round. The top team from each room from each round moves on to round 2 (a total of twelve teams).
  • Round 2 is a telephone conference call to a corporate “evaluation team”. The twelve teams will be put in groups of 3 (4 groups) and each team will be asked a set of questions based on their approach to solving the case. The top team from each group will move on to the final round.
  • Round 3 (Finals): Round three is meant to be a bit of a surprise round. The top four teams from round 2 presentations will be presented with an updated case scenario that assumes that the team’s original recommendations are under consideration by the Cardinal Health management team but there has been a new development that they must account for. In round 3, each team will provide an update to the executive team in the form of a 20-minute presentation (15 minutes for presentation and 5 for Q & A). Top team wins.

Presentations: In round 1 the deliverable from each team is a presentation to a group of executives (one of which will be an actual Cardinal Health Executive). This presentation is to be made by the team and one or both of the case competitors can make the presentation. It is up to the team to decide how best to make the presentation. There are no guidelines for the presentation format in terms of specific presentation material, number of slides, what areas should be covered in the presentation, etc. All presentations will be due to Leff Bonney at the same time so that no team gets extra time to work on their presentation while another team is presenting. We will draw for the order of the presentations at the case competitors meeting where you will receive the actual case document.

Preparation: Each team will be given 18 hours to prepare for the case presentations. We will hand out a detailed case containing details about Cardinal Health current situation in our competitors’ meeting following the general meeting and welcome reception. We will review rules for the case competition during the competitors’ meeting. Students competing in the case event will also have plenty of time to attend the ICSC job fair.

Coaching: There is to be no coaching on the part of the faculty after the case has been handed out. We will use the honor system for this rule and ask each competitor to sign a pledge stating they will seek no outside help in preparing for their presentation. However, teams can use whatever materials they would like in preparing for the case. Free Internet access is available in all guest rooms. Any points of clarification should be discussed directly with Leff Bonney who will have a cell phone with him at all times and teams can call with questions.

Click here for a full ICSC Agenda


All competitors are expected to behave at all times in a professional manner. Alcoholic beverages are a fact of business life. Partaking of such beverages is an individual choice and some alcoholic beverages may be served at activities. All students attending ICSC are expected to observe the Florida laws regarding minimum age requirements and for those consuming any such beverages, moderation must be considered part of professional behavior. Any reports of unacceptable behavior by hotel management, city or county police will disqualify from competition both the students and the university involved in any such incident.