Transcript Слайд 1 - Empire State College

The Case Study Method:
An Introduction
Val Chukhlomin, PhD
[email protected]
MBA 2008. Scanning the Business Environment
Learning with Cases:
• Why Case Studies?
• The Anatomy of a Business Case
• Example Case Study
• Steps to Follow.
MBA 2008. Scanning the Business Environment
What is a Case Study?
• A verbal description of a business
situation to be analyzed
• A problem faced by a real company
• Is NOT a photographic slice of life
• Purposefully written
• Method, adopted by HBS in 1908-11.
MBA 2008. Scanning the Business Environment
Why Case Study?
•
•
•
•
•
•
Management education: decision making
Real life situation, in a manager’s seat
Simulation: limited data, time pressure
Groups of interests: ongoing discussion
Learning by doing, skills oriented
HBS: 500 cases per student.
MBA 2008. Scanning the Business Environment
The role of theory:
•
•
•
•
•
Integration of relevant theory
Toolbox (concepts, frameworks, models)
Professional language
Frame of reference (set of ideas)
A methodology beyond number crunching.
MBA 2008. Scanning the Business Environment
Skills to Develop:
•
•
•
•
•
•
•
Analytical skills, critical thinking, research
Application skills, using various tools
Quantitative and data handling
Decision making and evaluative skills
Time management
Interpersonal, debating, listening, team work
Writing communications.
(Source: Leenders et al, Ivey Publishing, 2004)
MBA 2008. Scanning the Business Environment
The Anatomy of a Business Case:
•
•
•
•
•
A narrative real life story, structured
Data: relevant, irrelevant, “noise”
Many potential problems
Different angles and approaches
Time constrains
• You (not your instructor) are to solve it!
MBA 2008. Scanning the Business Environment
Things to Remember:
• Puzzle, even if it looks simple
• What is the problem?
• Due diligence needed!
• Missing data: where to find it?
• Look for relevant theory tools
• No one right solution!
MBA 2008. Scanning the Business Environment
How to Crack a Case?
•
•
•
•
•
•
Read, think, read again, make notes
Discussion, problem identification
Case reformulation, missing data
Analysis, using tools, models
Alternative solutions, discussion
Evaluation, decision, implementation.
MBA 2008. Scanning the Business Environment
The Role of Discussions:
•
•
•
•
•
•
Real life situation: different angles
Problem identification
Search for relevant data
Analysis: choice of tools, evaluation
Formulation of alternative solutions
Prove that YOUR solution is the best!
MBA 2008. Scanning the Business Environment
The Role of Data Mining:
• Real life situation: Data relevant?
Missing?
• Professional approach: company reports
• How to read them?
• Analysis: not only number crunching
• What is economic logic?
MBA 2008. Scanning the Business Environment
Writing skills:
•
•
•
•
•
•
•
Am I here to learn how to write?
Recruiters: soft skills (hardest to learn!)
Management reports
Format, style, grammar, language, tone
Research, sources, quotation
Writing for decision making
Leadership.
MBA 2008. Scanning the Business Environment
Quantitative skills:
•
•
•
•
•
Financial statements and ratios
Statistics
Economic indicators
Management reports
Number crunching for decision
making.
MBA 2008. Scanning the Business Environment
Example:
Tom Young in Japan
(Read handouts)
Source: Ferraro, G. (2006). Cultural Dimensions of International
Business. 5ed, Pearson: New Jersey.
MBA 2008. Scanning the Business Environment
Example: Tom Young in Japan
•
•
•
•
•
•
Problem formulation
Missing important information
Analysis, using tools, models
Alternative solutions, evaluation
Recommendation for decision making
Your responsibility.
MBA 2008. Scanning the Business Environment
Analysis: key points
•
•
•
•
•
•
Common sense, logic, assumptions
Data and sources
Relevant theory and tools
Alternatives, scenario planning
Evaluation, decision making
Suggestions for implementation.
MBA 2008. Scanning the Business Environment
Rubrics for strategy case analyses






Company goals, mission, vision (real!)
External Environment (PESTEL)
Industry (Life Cycle, Key Success Factors,
Porter’s Five Forces, strategic groups, etc)
Internal analysis (Value chain, VRINE)
Strategic position (Porter’s generic strategies)
and options (SWOT), etc.
Strategy Diamond and Economic logic.
MBA 2008. Scanning the Business Environment
How to report your findings
1.
2.
3.
4.
5.
6.
7.
8.
Title page, contents, executive summary
Brief introduction, problem identification
Assumptions, sources of information
Analysis, tools, conclusions
Generation and evaluation of alternatives
Recommendation for decision making
Implementation: Who, When, How, Cost
References.
MBA 2008. Scanning the Business Environment
What should/should not be there (Y/N)?
1.
2.
3.
4.
Reiteration of facts from the case
Long quotations from the textbook
Referral to company reports
Causes of problems, not just
symptoms
5. Use of the relevant theory
6. Reference all non-original work.
MBA 2008. Scanning the Business Environment
QUESTIONS?
Want to know more?
1.
2.
3.
4.
Ellet, W. (2007). The Case Study Handbook. HBS Press.
Harvard Business Case Studies web-site:
http://www.hbsp.harvard.edu/hbsp/case_studies.jsp
The Q Manual. www.buseco.monash.edu.au/qmanual
ICMR. The Case Study Method. http://icmr.icfai.org
MBA 2008. Scanning the Business Environment