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

1. The Case Study Method: An Introduction Val Chukhlomin, PhD Valeri.Chukhlomin@esc.edu MBA 2008. Scanning the Business Environment

2. Learning with Cases: • Why Case Studies? • The Anatomy of a Business Case • Example Case Study • Steps to Follow. MBA 2008. Scanning the Business Environment

3. 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

4. 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

5. 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

6. 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

7. 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

8. Things to Remember: • Puzzle, even if it looks simple • What is the problem? • Due diligence needed! • Missing data: where to find it? • Look forrelevanttheory tools • No one right solution! MBA 2008. Scanning the Business Environment

9. 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

10. 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

11. 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

12. 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

13. Quantitative skills: • Financial statements and ratios • Statistics • Economic indicators • Management reports • Number crunching for decision making. MBA 2008. Scanning the Business Environment

14. 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

15. 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

16. 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

17. 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

18. How to report your findings • 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

19. What should/should not be there (Y/N)? • Reiteration of facts from the case • Long quotations from the textbook • Referral to company reports • Causes of problems, not just symptoms • Use of the relevant theory • Reference all non-original work. MBA 2008. Scanning the Business Environment

20. QUESTIONS? Want to know more? • 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