Translation. Region: Russian Federation –
Source: Peoples'Friendship University of Russia
An important disclaimer is at the bottom of this article.
In early March, Belgrade hosted one of the prestigious international business case competitions, the Belgrade Business International Case Competition (BBICC) 2026. The RUDN University team participated in this competition for the first time. Although they failed to win, the students gained valuable experience that will surely enable our university's students to return next year and win prizes.
This time, the contestants had intense days of competition, including working on real business problems from three major Serbian companies. Students from the Graduate School of Management and the Faculty of Economics at RUDN University progressed from systematic preparation to final presentations, demonstrating a high level of analytical skills and teamwork.
Detailed elaboration
Our team began preparing for the championship a month and a half before the start. This early approach allowed us not only to thoroughly develop our professional competencies but also to form a cohesive team capable of collaborating effectively under tight time constraints and high competition.
During the first stage, the students analyzed previous years' cases from Jaffa Crvenka, Science Fund, and OKTACRON, which helped them understand the structure of the assignments and solution requirements. After the list of participating companies for this season (Kafeterija, AbelaPharm, and AFI Serbia) was announced, the students quickly collected and systematized information about each of them, allowing them to assess the market context and potential business challenges in advance.
The work was carried out under the guidance of mentors Olga Yuryevna Zeveke, Nikola Balev, and Alexander Leonidovich Chupin. The students met regularly in the RUDN University coworking space to jointly develop solutions, and then conducted detailed case studies with their academic advisors. This comprehensive preparation ensured a high level of coordination and analytical depth.
Competitive atmosphere
BBICC 2026 brought together participants from 15 countries. The organizing committee provided full support for the delegations, from airport transfers to accommodation at the Radisson Collection Hotel, Old Mill Belgrade. The program included an opening ceremony, workshops, visits to case companies, as well as cultural events—the Amazing Race, a dinner at the National Museum of Serbia, and informal meetings. The competition was held in strict accordance with the rules. Teams solved short (5-hour) and long (24-hour) cases in specially designated rooms, with University of Belgrade student ambassadors monitoring compliance. Panels of judges, including representatives of partner companies and the business community, evaluated the presentations.
Challenges for Serbian companies
At the championship, the RUDN team completed three competitive tasks based on real-life challenges facing companies in the Serbian market.
Kafeterija is a chain of artisan coffee shops with over 60 locations in Serbia and Montenegro. The participants were tasked with adapting the brand to the values of Generation Z while maintaining authenticity. They were tasked with assessing customer touchpoints, developing mechanisms for increasing customer value, and proposing a roadmap for improving the mobile app.
AbelaPharm is the leader in the Serbian probiotic market (33% share) with its own research and development center. The students developed a strategy for the launch of a new premium line, Next Generation Enterobiotik, including an omnichannel sales model and an international expansion plan for one of the flagship products.
AFI Serbia is one of the leading commercial real estate developers in the region. The case combined two challenges: building a business community around the new AFI City Zmaj project and increasing AFI Serbia's corporate brand awareness in local and regional markets.
A challenge and a source of inspiration
Students note that the championship provided much more than just competitive experience.
"BBICC 2026 was a true challenge and a source of inspiration for us. Over the course of the Olympiad, we immersed ourselves in completely different business realities: from a business community development strategy for AFI Serbia to finding customer retention solutions at Kafeterija and developing an approach to entering a new market for AbelaPharm. Each case required unconventional thinking, in-depth analysis, and the ability to quickly adapt to a new industry. This was a unique opportunity to work with real-life challenges facing leading companies and see how theory turns into practical recommendations. I'd also like to highlight the atmosphere: 20 universities from 15 countries, a true crossroads of cultures. We not only presented our vision but also absorbed the energy of the international student community. Making new acquaintances, sharing experiences, and making friends from all over the world—this is an experience that will stay with us for a long time," said Natalia Zlatovcena, a fourth-year student at the Graduate School of Management.
"Participating in the Olympiad left a very positive impression on me. First and foremost, I'd like to commend the organization of the event. The opportunity to interact with participants from other countries was especially valuable. It was incredibly interesting to learn from their experience, learn how they organize their process, and, of course, it was a pleasure to share my own achievements and traditions," said Daniyar Chinaliev, a fourth-year student at the Graduate School of Management.
"The competition will remain one of the most vivid memories of my student life. BBICC was an event of incredible scale, which, in a week of intensive work, gave me more experience and knowledge than I could have imagined. The most important part for me was connecting with students from 15 different countries and learning from their public speaking experiences, a format that was fresh and unfamiliar to me. Of course, it was also a pleasure to get to know Belgrade, the local cuisine, traditions, and people," says Anastasia Lutsenko, a fourth-year student in the Faculty of Economics.
International cooperation
Participation in BBICC 2026 was a significant milestone in developing RUDN University students' analytical, communication, and teamwork skills. The competition format, as close as possible to real-life professional work, allowed them to strengthen their skills in structuring information, developing informed decisions, and presenting them under tight deadlines.
Interacting with the expert jury and observing the performances of international teams proved particularly valuable: the students adopted modern standards of business communication and solution visualization adopted in international practice. Furthermore, following the championship, contacts were established with university representatives from across Europe. The RUDN team hopes to further develop this collaboration, including inviting international colleagues to participate in similar events in Russia. The experience gained will serve as a solid foundation for new academic and career achievements.
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