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The Kellogg Design Challenge (KDC) is the world's largest MBA design case competition. Each year, we bring together future business leaders to apply human-centered design to solve complex, customer-facing business challenges confronting a forward thinking partner.

This year's KDC sponsor is Exelon, the largest electric parent company in the United States and an industry leader in energy delivery innovation. Exelon operates in all 48 contiguous states and Canada and serves more than 10 million customers. Exelon Generation is one of the nation's leading competitive power generators with a balanced (and growing) portfolio of zero-carbon nuclear, natural gas, hydro, wind, solar and more. It's among the largest, cleanest, lowest-cost power generation fleets in America.

How might we engage with energy customers in urban areas to reduce demand when the grid is overwhelmed?

Participating teams will have the opportunity to learn from design & innovation experts with workshops led by IDEO, IA Collaborative, and others. They will provide guidance on how to tackle complex problems using the design thinking methodology. On competition day, participants will be able to interact with representatives from design consultancies, Exelon, and other innovation-minded companies, as well as students from other leading MBA programs who share your interest in design and innovation.

By participating in KDC, students gain experience addressing a real problem of strategic and societal importance using the design thinking methodology. This is the best way to learn how to be an innovative leader for future careers.

Beyond the valuable experience gained, the winning teams will receive the following prizes:

• 1st Place: $12,000
• 2nd Place: $5,000
• 3rd Place: $3,000