Winning IMPACT Case Study Award is also triumph of PharmEvo Business Philosophy


PharmEvo adds yet another jewel in its cap

Winning IMPACT Case Study Award is also
triumph of PharmEvo Business Philosophy

By Irfan Ahmad

ISLAMABAD: By winning the IMPACT 2015 Case Study Award PharmEvo has added yet another jewel in its cap. This is also triumph of PharmEvo Business Philosophy which will now be taught at top business schools of Pakistan. This band of iconoclasts started a revolution whose impact is spreading far beyond the boundaries of the pharmaceutical industry. Fuelled by its inspirational slogan’ “Our dream a healthier society” PharmEvo vision proves the fact that nothing can imprison the flight of its imagination & the courage to boldly explore every possibility for society’s benefit.


Dr. Junaid Zaidi Founder Rector CIIT presenting the Award to the PharmEvo team
for winning the First Prize during IMPACT 2015 Business Case Study competition.
Picture also shows members of the PharmEvo  winning team Osama Masood,
Muzammil Malik, M. ZaidKaliya and Mr. Haroon Qasim Chief Executive of PharmEvo.

It may be mentioned here that CIMA is the world’s largest and leading professional body of management accountants with more than 227,000 members and students in 179 countries. They in collaboration with CIIT also known as COMSATS Institute of Information Technology, a public research university in Pakistan had organized this competition.  Its objective was to amalgamate corporate and academia to produce business success stories which can be taught to the Pakistani business students, instead of the foreign case studies which are a regular part of curriculum. More than 60 teams, each comprising of 2-4 members representing local organizations registered for the competition. The judging panel consisted of the following:

  • Professor Dr. Pawan Budhwar, Aston Business School, Aston, University UK (moderator and chairman)
  • Dr Abdullah Iqbal, Kent Business School - University of Kent, UK
  • Dr. Jia Liu, Salford Business School, Salford University, UK
  • Dr. Saeed Akbar, University of Liverpool, UK
  • Dr. Syed Zulfiqar Shah, Warwick Business School, University of Warwick, UK
  • Dr. Shumaila Yousafzai, Cardiff Business School, Cardiff University, UK

Five teams, including PharmEvo, Unilever, Hardees, Summit Bank and Atco Laboratories, were shortlisted and invited to Islamabad to present their cases. Presentation was followed by a rigorous question and answer session, which was handled nicely by PharmEvo team. Marketing practices of a national pharmaceutical concern came in as sort of a revelation for the judges and was applauded as a sincere, refreshing exception among the clutter. The top three shortlisted teams were PharmEvo, Unilever, and Summit Bank. The winner was kept undisclosed and was required to present in the award night, to an audience comprising of leading academicians from all over the world and representatives of the higher management of top 5 teams.

On behalf of PharmEvo, M. Zaid Kaliya (Team Leader), Osama Masood, Muzammil Malik, and Aleena Kirani authored the case, ‘Brave against Waves – X-Plended’s rise under cause oriented marketing’. The theme of this case was to highlight impact of sustainable, cause-oriented marketing practices. The team worked tirelessly to prepare the manuscript, based on a survey of doctors, statistical analysis, in-depth interviews, financial evaluation, and marketing review.

The Awards Night for Impact 2015 was held at Islamabad on August 20, 2015. Corporate videos and Executives’ interviews of top three teams were aired at this event. After nerve racking suspense, PharmEvo was crowned as the winner, while Unilever was declared 1st runner-up and Summit Bank as the 2nd runner-up. The case was presented by Osama Masood and Muzammil Malik to the audience while M. ZaidKaliya, gave the victory remarks.

The top five cases will be published by CIMA/CIIT, and also be forwarded to major business schools in Pakistan to be included in their curriculum. Further, summary of the winning case will be incorporated into relevant global/local CIIT and CIMA publications subject to fulfilling formal review and publication standards. The success also depicted the devotion and skills of the team members who proved that they can excel in areas other than their core domains of expertise, and can form a cohesive unit cross-functionally and across companies as well!

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