The Case Study Method: An Introduction Val Chukhlomin, PhD Valeri.Chukhlomin@esc

The Case Study Method:An Introduction

Val Chukhlomin, [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.


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.


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.


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.


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)


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!


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!


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.


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!


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?


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.


Quantitative skills:

• Financial statements and ratios• Statistics• Economic indicators• Management reports• Number crunching for decision

making.


Example:

Tom Young in Japan

(Read handouts)

Source: Ferraro, G. (2006). Cultural Dimensions of International Business. 5ed, Pearson: New Jersey.


Example: Tom Young in Japan

• Problem formulation

• Missing important information

• Analysis, using tools, models

• Alternative solutions, evaluation

• Recommendation for decision making

• Your responsibility.


Analysis: key points

• Common sense, logic, assumptions• Data and sources • Relevant theory and tools• Alternatives, scenario planning• Evaluation, decision making• Suggestions for implementation.


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.


How to report your findings

1. Title page, contents, executive summary2. Brief introduction, problem identification3. Assumptions, sources of information4. Analysis, tools, conclusions5. Generation and evaluation of alternatives6. Recommendation for decision making7. Implementation: Who, When, How, Cost8. References.


What should/should not be there (Y/N)?

1. Reiteration of facts from the case2. Long quotations from the textbook3. Referral to company reports4. Causes of problems, not just

symptoms5. Use of the relevant theory6. Reference all non-original work.


QUESTIONS?

Want to know more?1. Ellet, W. (2007). The Case Study Handbook. HBS Press.

2. Harvard Business Case Studies web-site: http://www.hbsp.harvard.edu/hbsp/case_studies.jsp

3. The Q Manual. www.buseco.monash.edu.au/qmanual

4. ICMR. The Case Study Method. http://icmr.icfai.org


http://www.hbsp.harvard.edu/hbsp/case_studies.jsp

http://www.buseco.monash.edu.au/qmanual

http://icmr.icfai.org/

The Case Study Method: An Introduction Val Chukhlomin, PhD Valeri.Chukhlomin@esc

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