A student team from Universitas Gadjah Mada (UGM) achieved international recognition by winning first place in the Woolpower Case category at the 2025 Susilo Business+Ethics Case Competition, held in Sweden on Jun. 6, 2025.
The team, consisting of Gustav Susanto, Najwa Waq’iah, Nikita Dinda Azizah (Management 2022), M. Hilmy Naufal (Accounting 2022), and Farras Maula Audina (Industrial Engineering 2022), also secured third place in the Single Technologies category, earning them the third overall position in the competition.
The team’s supervisor, Professor Wakhid Slamet Ciptono, expressed his pride and gratitude for the achievement. He emphasized that this accomplishment brings not only honor to UGM but also to Indonesia and Asia, as UGM was the only Asian university represented in the finals.
“I truly appreciate the team’s victory. However, the goal was not only to win but also to gain valuable experience and deliver their best efforts. I hope this success inspires other students to pursue similar paths,” said the Faculty of Economics and Business (FEB UGM) professor on Tuesday (Jul. 8).
Representing the team, Gustav Susanto explained that the Susilo Business+Ethics Case Competition is an annual international business case competition organized by The Susilo Institute for Ethics in the Global Economy at Boston University’s Questrom School of Business.
The event focuses on sustainability-related issues in the business sector. This year’s competition involved 44 teams from 20 universities across 12 countries.
Participants underwent a rigorous selection process, starting with the submission of an executive summary during the preliminary round, followed by an online presentation in the Asia-Pacific semifinal.
Beginning in October 2024, the competition was held in two stages. Each team was tasked with solving a business case involving a startup that develops interactive gaming headsets for individuals with ADHD, with an emphasis on improving attention and impulse control.
From the initial selection, six top teams advanced to the final round in Sweden. Over five days, finalists were challenged to analyze business problems and propose solutions for two companies: Single Technologies and Woolpower.
“The six finalists in Sweden were Stanford University (USA), University of Massachusetts Boston (USA), Trinity College Dublin (Ireland), Tor Vergata University (Italy), Caucasus University (Georgia), and Universitas Gadjah Mada (Indonesia),” said Susanto.
In the final round, teams were tasked with analyzing and offering solutions for two companies: Single Technologies (DNA/RNA sequencing) and Woolpower (outdoor clothing).
“We analyzed the production and marketing issues of both companies and were asked to identify areas for improvement and propose appropriate solutions,” Susanto explained.
He admitted that the team encountered many challenges in reaching the top. The complex nature of the case, which involved cutting-edge technologies, required deep understanding and cross-disciplinary guidance in areas such as industry, management, finance, and health.
Despite the difficulties, Susanto expressed gratitude for the invaluable experiences the team gained throughout the competition. They had the opportunity to engage with students, faculty, and business leaders from various countries, which enriched their cross-cultural understanding and perspectives.
“We’re grateful and satisfied with the results, given the amount of preparation and resources we dedicated to this competition. We made sacrifices along the way, but it was all worth it,” he said.
He hopes the team’s success will inspire other students to participate in future competitions. According to Susanto, early preparation and teamwork are key to achieving such accomplishments.
Reporter: FEB UGM/Kurnia Ekaptiningrum
Author: Agung Nugroho