Mercedes Benz USA Taps MBAs on How Best to Engage with Gen Y

NYU Stern and luxury company Mercedes Benz USA hosted the first ever Case Co-opetition in January 2010, which drew on inter-school teams of MBAs from top schools including Stern, Columbia, Harvard, Kellogg, University of Chicago and Wharton. The challenge? How can the global automotive brand create the same type of aspiration among Gen Y that it has engendered with the preceding generations. First year Stern MBA student Gus Giacoman shares his co-opetition experience.

Read about the NYU Stern/Mercedes Co-opetition in the Financial Times