Inside the PakTek–Artios LiveCase: Unleashing Growth in B2B Relationships

Explore the PakTek–Artios Immersive AI LiveCase, recently published on Harvard Business Impact Education. Discover how learners practice B2B relationship strategy, value creation, and key account management through decision driven simulation.

A strong B2B relationship is rarely defined by contracts alone. It is shaped by trust, misalignment, incentives, and the quality of everyday decisions. The PakTek–Artios LiveCase brings these dynamics to life through an Immersive AI LiveCase experience that allows learners to step directly into the role of a senior decision maker. Recently published via INSEAD Publishing and now available on Harvard Business Impact Education and LiveCase catalogue, this simulation demonstrates how interactive, decision driven learning can deepen understanding of complex B2B growth challenges.

From Static Analysis to Lived B2B Decision Making

Traditional B2B cases often ask learners to analyze a relationship from a distance. The PakTek–Artios LiveCase changes that posture entirely. Learners assume the role of the newly appointed Chief Sales Officer at PakTek, a leading manufacturer of packaging and processing machinery. They are immediately placed inside a real strategic moment where the future of a key customer relationship is uncertain.

Rather than reading a retrospective, participants engage through interactive text, video, and voice messages from PakTek colleagues and stakeholders at Artios. Information arrives in fragments, perspectives conflict, and learners must decide how to respond. The experience mirrors the reality of managing strategic customer relationships where clarity emerges only through engagement.

What Learners Actually Do in the Simulation

The PakTek–Artios Immersive AI LiveCase is built around active diagnosis and decision making. Learners assess the maturity of the PakTek Artios relationship, identify sources of value and tension, and determine where growth opportunities exist for both companies.

Through guided interactions and AI generated chats, participants surface the strengths and weaknesses of the relationship and develop a concrete roadmap for safeguarding and expanding this key account. The learning is not about recalling frameworks. It is about applying them under realistic constraints.

Teaching Objectives Grounded in Practice

The simulation is designed around three clear teaching objectives. Learners explore the strategic relevance of key customer supplier relationships in B2B markets. They assess the maturity level of a relationship using multimedia evidence and interactive dialogue. They then develop hands on, action oriented recommendations for growing relationship value.

Because these objectives are embedded in the flow of the experience, learners encounter them as decisions rather than prompts. This supports deeper engagement and more meaningful classroom discussion.

Why This Is an Immersive AI LiveCase

What distinguishes the PakTek–Artios experience is not only its content, but its format. This is an Immersive AI LiveCase that uses multimedia assets, interactive chat, and AI driven characters to create realism without removing pedagogical control.

AI supports the experience by enabling responsive conversations, guiding exploration, and scaling interaction across cohorts. It does not provide answers. Learners remain accountable for judgement and recommendations. This makes the simulation well suited for environments where AI resistant learning design matters.

Value for Instructors

For instructors, the PakTek–Artios LiveCase offers visibility into how learners reason through B2B complexity. The host interface allows educators to track progress, review decision paths, and prepare richer debriefs based on what participants actually experienced.

The simulation can be delivered synchronously or asynchronously, online or in person, making it adaptable for executive education, MBA, EMBA, and advanced undergraduate contexts. It fits naturally into courses on B2B marketing, marketing strategy, sales strategy, and key account management.

Value for Learners

For learners, the experience reinforces what makes B2B strategy challenging. Relationships evolve. Information is incomplete. Stakeholders see value differently. By stepping into the CSO role, participants practice judgement, communication, and prioritization in a way that static materials cannot replicate. The result is learning that feels lived rather than observed.

Part of a Broader Immersive Learning Ecosystem

The PakTek–Artios simulation reflects how LiveCase supports a wide range of experiential learning use cases beyond traditional case discussion. Educators can adopt ready to use Immersive AI LiveCases like this one through the LiveCase catalogue.

For those who want to design similar experiences tailored to their own context, LiveCase also supports self authored simulations using no code tools and AI templates.

Institutions seeking custom development can collaborate with LiveCase Studio Services to build bespoke simulations aligned with specific learning goals.

Why This Case Resonates Now

In an environment where AI can generate analysis instantly, the PakTek–Artios LiveCase reinforces a critical shift in business education. Learning must move away from explaining concepts and toward practicing judgement. By making decision making observable and participation unavoidable, this Immersive AI LiveCase aligns with how leaders actually learn to manage strategic relationships.

FAQs

Who authored the PakTek–Artios LiveCase?

The simulation was authored by Wolfgang Ulaga and Christoph Senn at INSEAD and is powered by LiveCase.

Where is the simulation published?

It is available via LiveCase Catalogue, INSEAD Publishing and Harvard Business Impact Education.

What level of learners is this LiveCase designed for?

It is appropriate for executive education, EMBA, MBA, graduate level programmes, and advanced undergraduate courses.

Can this LiveCase be used online or in person?

It can be delivered synchronously or asynchronously in both online and in person formats.

What makes this different from a traditional B2B case?

Learners actively engage with stakeholders, receive multimedia input, and make decisions that shape their understanding of the relationship.

Where can educators explore similar Immersive AI LiveCases?

Educators can explore the full catalogue here.

The PakTek–Artios LiveCase shows how Immersive AI LiveCases can bring the complexity of B2B relationships into the classroom without sacrificing rigor or control. By placing learners inside a realistic decision context, it helps both instructors and participants focus on what matters most. Judgement, value creation, and the human dynamics that drive growth.