By- Prof. Bholanath Dutta Department of MBA CMR Institute of Technology.
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Transcript of By- Prof. Bholanath Dutta Department of MBA CMR Institute of Technology.
Prof. Bholanath Dutta/CMRIT/MBA Dept
How the Case Method Works When students are presented with a case, they place
themselves in the role of the decision-maker as they read through the situation and identify the problem they are faced with. The next step is to perform the necessary analysis - examining the causes, considering alternative courses of action - to come to a set of recommendations.
THE CASE METHOD
Prof. Bholanath Dutta/CMRIT/MBA Dept
To get the most out of cases, students must read and reflect on the case and then often meet in small study groups before class to "warm up" and discuss their findings with other classmates. In class - under the questioning and guidance of the professor - students probe underlying issues, compare different alternatives, and finally, suggest courses of action in the light of the company's objectives.
THE CASE METHOD…
Prof. Bholanath Dutta/CMRIT/MBA Dept
As a case study unfolds in class, students do 85% of the talking, as the professor steers the conversation by making occasional observations and asking questions. This classroom interaction is enriched by the 80-90 individuals from diverse industries, functions, countries, and experiences.
THE CASE METHOD…
Prof. Bholanath Dutta/CMRIT/MBA Dept
During the course of their management education, students study and prepare hundreds of cases - a transforming experience that helps them to recognize the unique aspects of different situations, define problems, suggest further avenues of analysis, and devise and implement action plans. Once they finish the program, management graduates have the confidence they need to go off and tackle the many business challenges they will face in their careers.
THE CASE METHOD…
Prof. Bholanath Dutta/CMRIT/MBA Dept
CASE STUDY IN MANAGEMENT EDUCATION
In a manner similar to that used in law and medical education
May deal with an organization or a sub-unit Multi-functional: Diversification, merger,
restructuring, corporate planning Functional: Human resources management,
interpersonal skills, organizational behavior, accounting/ finance, marketing
Fosters critical thinking Facilitates structured learning in groups
Prof. Bholanath Dutta/CMRIT/MBA Dept
WHAT IS A CASE?
Narrative of an actual or realistic situation or problem (in written or filmed form), which needs a decision
A case for teaching usually presents information, but not analysis
It is an exercise in building analytical bridges between theory and actual or simulated “real life” situation
Cases are written to highlight specific aspects of a situation to serve as a manageable teaching aid
Prof. Bholanath Dutta/CMRIT/MBA Dept
WHY CASES?
Simulates events in the corporate world Provides practical orientation and value addition
to theory Not possible to have extended internships Management is a very vast field with many
divisions More comprehensive coverage of subjects
Prof. Bholanath Dutta/CMRIT/MBA Dept
MORE ON “WHAT IS A CASE?”
Information supplied in the case is frequently partial and, at times, even misleading or biased
Alternatively, the sheer volume of information given is overwhelming
To further complicate matters, the problems presented are both ambiguous and complex (and so are real life situations too)
Generally, a case has no single “correct” answer. There are only choices, and the reasons behind them – some better and some worse than the others
Prof. Bholanath Dutta/CMRIT/MBA Dept
LEARNING THROUGH CASES
Requires working together in a group to analyze and solve a problem
Unlike lectures, case discussion demands your ideas and active participation (from passive listener to active contributor)
One cannot learn driving by listening to a lecture about it. Likewise, analyzing and decision making have to be learnt through practice
Prof. Bholanath Dutta/CMRIT/MBA Dept
LEARNING THROUGH CASES...
Requires more intensive effort, particularly on the part of the students, but offers corresponding rewards
Repeated exposure to cases improves skills in analyzing and dealing with ambiguous situations and incomplete information – there may be no easy, definite or correct solutions
Encourages participative learning, learning from alternative opinions presented by others – listening and articulating
Prof. Bholanath Dutta/CMRIT/MBA Dept
SOME DOUBTS ABOUT CASES
Students may ask: What are we supposed to do? What are we learning? Why doesn’t the teacher teach?
Prof. Bholanath Dutta/CMRIT/MBA Dept
RESPONSES TO THE DOUBTS
Case method advocates student-centered learning rather than instructor-centered teaching
Student experience as a process of continuous discovery
Creates a context for learning:– Orchestrates targeted, yet flexible discussion– Motivates and elicits student participation– Synthesizes student-generated ideas– Faculty plays the role of devil’s advocate
Prof. Bholanath Dutta/CMRIT/MBA Dept
TYPES OF MANAGEMENT/BUSINESS CASES
Specific evaluation cases – Describes what a company has done. – Purpose: to understand and evaluate the company’s
actions. Specific decision cases
– Company faces a specific problem. – Purpose: to consider alternative actions and arrive at
a decision. General evaluation and appraisal cases
– Case includes unstructured information. – Purpose: evaluation, appraisal and recommendation.
Prof. Bholanath Dutta/CMRIT/MBA Dept
CASE LEARNING PHILOSOPHIES
Provides a context in which students can use and test analytical tools and models.
Not just about description but understanding underlying patterns.
Interest should be in concepts, tools and models rather than chunks of reality.
Don't learn cases, learn with cases!
Prof. Bholanath Dutta/CMRIT/MBA Dept
ARRIVING AT A SOLUTION
Depends on the nature of the case. – Quantitative problems require specific solutions. – Subjective/judgmental matters may not be solved by
one unique outcome/decision. When the class is struggling with the case it
sometimes helps to hear the teacher’s view. For some cases the teacher may know what
the company actually did. It is very important that the recommended
course of action is consistent with the analysis.
Prof. Bholanath Dutta/CMRIT/MBA Dept
PREPARING FOR A CASE
Get a quick sense of the whole case from the title, headings, outline, introduction & conclusions
Does it require a decision, if so by whom, about what and with what objectives? Who are the other parties in the case and what are their objectives?
Now re-read the case carefully, underlining or highlighting the main facts
Identify key problems or issues on paper. Then sort out relevant information for each problem; and the resources & constraints associated with each
Identify and rank alternative policies/decisions, possible courses of action and their consequences
Prof. Bholanath Dutta/CMRIT/MBA Dept
CASE ANALYSIS
Real life situations are multi-faceted; avoid being confined to a few symptoms – understand the problems and issues in their totality
The “obvious solution” could be based on assumptions not validated, and may be quite superficial
Evaluate backgrounds and behavior of significant people, deduce limitations imposed by the environment, question assumptions, consider alternatives, weigh pros and cons of each possible action before deciding on specific actions
Prof. Bholanath Dutta/CMRIT/MBA Dept
PROBLEM SOLVING
Comprehend and capture the core information and issues
Reflective observation: Stand back and assess the situation without premature value judgment or fixing blame
Draw upon relevant theories and concepts to place the data in a conceptual framework and put boundary limits on the problem
Develop and test alternative hypotheses to arrive at possible decisions and solutions
Prof. Bholanath Dutta/CMRIT/MBA Dept
IMPORTANT FACTORS TO BE CONSIDERED
Nature of industry/product and technology involved Size of the organization Type of ownership/management - its culture/style The informal and formal organization structure Resources in terms of money, people, etc. Strengths and weaknesses of the organization and
individuals Organizational and individual objectives – conflicts,
if any Competition, business environment & other
external factors
Prof. Bholanath Dutta/CMRIT/MBA Dept
CASE DISCUSSION
Be prepared to present your views with conviction Be prepared to listen to others with an open mind Complete the discussion on one point, before
moving on to the next. Try to link your comments to those of others;
minimize repetition Ensure that the discussion moves forward towards
a constructive solution. Stay focused Give opportunity for all to contribute Do not hesitate to admit confusion, seek
clarification or simply be wrong Avoid over dominating and mundane comments
Prof. Bholanath Dutta/CMRIT/MBA Dept
CASE PRESENTATION
Identify important points, organize them logically, and state them succinctly while noting important assumptions
Provide supportive evidence and persuade others to accept your positions
Be willing to answer questions, respond to criticism Consider new evidence and be prepared to modify
an earlier position when warranted
Prof. Bholanath Dutta/CMRIT/MBA Dept
WORKING AS ATEAM MEMBER
Ensure that the division of labour is equitable Communicate with your other team members Work as a team Plan and structure team meetings
Prof. Bholanath Dutta/CMRIT/MBA Dept
EFFECTIVE CASE ANALYSIS PROCESS: Step 1
GAINING FAMILIARITY: Determine who, what, when, where, how & why Identify places, persons and activities of the
organization Recognize the degree of certainty/uncertainty of the
available information
Prof. Bholanath Dutta/CMRIT/MBA Dept
EFFECTIVE CASE ANALYSIS PROCESS: Step 2
RECOGNIZING PROBLEMS/SYMPTOMS: List issues/problems Ensure that symptoms are not assumed to be the
problems
Prof. Bholanath Dutta/CMRIT/MBA Dept
EFFECTIVE CASE ANALYSIS PROCESS: Step 3
IDENTIFYING THE GOALS: Identify critical statements by major parties List all goals that can be reasonably inferred
Prof. Bholanath Dutta/CMRIT/MBA Dept
EFFECTIVE CASE ANALYSIS PROCESS: Step 4
CONDUCTING ANALYSIS: (a) Decide which
models/ideas/theories seem useful
(b) Apply these conceptual tools to the situation
As new information and insights are revealed, loop back to items (a) and (b) above
Prof. Bholanath Dutta/CMRIT/MBA Dept
EFFECTIVE CASE ANALYSIS PROCESS: Step 5
MAKING THE DIAGNOSIS: Identify goal inconsistencies Identify problems – discrepancies between
goals and performance Prioritize problems
Prof. Bholanath Dutta/CMRIT/MBA Dept
EFFECTIVE CASE ANALYSIS PROCESS: Step 6
ACTION PLAN: Specify and prioritize criteria used to choose action
alternatives Discover/invent alternatives Examine the consequences of each alternative Select a course of action Design an implementation schedule/plan Create a plan for assessment of the plan to be
implemented
Prof. Bholanath Dutta/CMRIT/MBA Dept
CAUTION( to be followed in both written and oral case analyses, discussions and presentations and also in real life situations)
Avoid overstatements, emotionally laden words or premature value judgments that may cloud one’s perceptions
Avoid dealing with broad generalizations or policy issues rather than the specifics of the case
Avoid impractical statements that would require a sudden personality or behavioral change
Go beyond the obvious, look for cues or nuances that may suggest other approaches. Avoid quick fix solutions
Don’t be superficial, examine alternatives, think carefully
Prof. Bholanath Dutta/CMRIT/MBA Dept
CAUTION…( to be followed in both written and oral case analyses, discussions and presentations and also in real life situations)
Avoid looking for who is to blame rather than trying to understand why people behaved as they have. Most people are well intended and try to do their best under the given circumstances
Avoid the temptation to “fire” someone, reorganize or form a task force. These things may prove useful after analysis, but are often used to avoid the needed analysis