Case study methodology
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Wednesday 22nd September 2010
Case study methodology
Adapted from Patrick O Sullivan
Master of Science in Finance
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My objective is to…
Prepare you for case study assignments
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The agenda
History of the case study methodology Description of the methodology Benefits & downsides of case studies How to prepare a case study An illustration with Marks & Spencer
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History of management science
Until 1900: no business in education Late 19th century: management science in the US (based on “positivism”)
science logicsabstract theorising
example: Taylorism
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History of management science
Critics of abstract theorising:Human beings are complex and free
creativity VS logicsuncertainty is everywhere
Late 19th century: German historical school
No permanent economic lawsHistorical perspective
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History of management science
Early 20th century: Harvard business school
Case study methodology
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Description of the methodology
Tells stories of business episodes“Once upon a time….”
++ closer to reality++ includes uncertainty++ easier to remember-- specific to a company, at a certain time…
draw lessons = abstracting from cases
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How does it work?
A case study allows you to:Discover theories (inductive)Illustrate theoriesChallenge theories
Student centered learning
Teacher centered learning
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Competences developped?
Analysis
Synthesis
Decision making
« This is the context: what would you do? And why? »
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Various types of cases Whole story
Half story
With or without questions
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How to prepare a case study? “Quick” read:
Who’s who?What’s what?
“Slow” read a few days later: Find “clues” to understand the context
Environment (general economy, politics)Position (sector, products, geography) Identity (Who are we? How are we?)Competition
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How to prepare a case study? List issues as if you were the CEO Group discussion on issues Group discussion on recommendations Write a one page paper
IssuesRecommendations
No right or wrong answer as long as you can support your answer
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An illustration: Marks & Spencer
1. How would you characterize the strategic decisions taken under L. Vandevelde?
2. Were there multiple strategies?3. How effective were means of implementation?4. How would you describe M&S approach to
globalization?5. What do you think of M&S approach to HRM?6. What can you say about financial services?7. Why was there such a contrast between the
clothing & food divisions?8. How ethical is the M&S approach?