On the morning of November 22, 2024, the second session of the GDUFS Business Case Workshop, jointly organized by School of Business (SoB) and the Center for Teacher Development, was successfully held. This session featured Associate Professor ZENG Yuran as the guest speaker, who delivered a lecture on Developing and Writing Ivey Cases. Professor ZENG provided a detailed analysis of the development process of the Ivey case “Maple Tree Accessory Shop”, walking faculty through each stage including topic selection, background research, data collection, drafting, and revision, while highlighting key considerations at every step.

Participating faculty attentively listened and actively engaged in discussions. They noted that Professor ZENG’s lecture was rich and accessible, offering a clearer understanding of Ivey cases development and writing, as well as valuable insights for future case teaching and collaborative case development. The lecture concluded to warm applause from the faculty.