An Introduction To The Case Method [Lecture Notes Sav]

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How to approach a business school case and an example case analysis: "Nike Business Class Travel"

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An Introduction To The Case Method [Lecture Notes Sav]

  1. 1. The Case Method How to Approach and Analyze a MBA Case for Class Discussion
  2. 2. Today’s Agenda <ul><li>Review Pre-Reading Assignments </li></ul><ul><li>Discuss the Objectives of the Case Method </li></ul><ul><li>Establish a Process for Preliminary Analysis </li></ul><ul><li>Review what Happens Before Class </li></ul><ul><li>Review what Happens in Class </li></ul><ul><li>Review Learning Outcomes </li></ul><ul><li>Tackle an Example Case in Class </li></ul>
  3. 3. Question: <ul><li>After reading the pre assigned readings… </li></ul><ul><li>1. Have you ever participated in a detailed case analysis or class discussion? </li></ul><ul><li>2. Think and share the experience with your neighbor then… </li></ul><ul><li>3. Share your neighbors experience with the class. </li></ul>
  4. 4. An Introduction to the Case Method <ul><li>Management: an Art rather than a Science </li></ul><ul><li>It’s also a Skill and that’s how we can benefit. We can practice much the same way as a musician...to iteratively improve. </li></ul><ul><li>Class discussions are simulations and chances for us to practice decision making and debate issues without cost/risk. </li></ul>
  5. 5. Key learning's through the Case Method… <ul><li>Analysis </li></ul><ul><li>Choice </li></ul><ul><li>Persuasion </li></ul>
  6. 6. For many… this will be familiar <ul><li>We get a little better each case we work through… </li></ul><ul><li>By the end of this course, you will understand fully the approach and be better able to make critical analysis of case situations such that your future coursework and decision making will likely improve. </li></ul>
  7. 7. A A Process to Prepare for Case Discussions… <ul><li>I General Preview </li></ul><ul><ul><li>Get an understanding of the case and its Topic </li></ul></ul><ul><ul><li>Read Introduction and Conclusion Carefully </li></ul></ul><ul><ul><li>Scan each Paragraph; pay attention to the first sentence. </li></ul></ul><ul><ul><li>Note what you think the case is about </li></ul></ul>
  8. 8. II Detailed Scrub (read) <ul><li>Read each paragraph carefully in the presented order </li></ul><ul><li>Make notes of important numbers or issues or themes </li></ul><ul><li>Attempt to find the basic problems that the managers face…Who is the protagonist? </li></ul><ul><li>Think as if you were the manager </li></ul>
  9. 9. The Problem <ul><li>Key benefit of using cases: </li></ul><ul><ul><li>Determine what is the problem & </li></ul></ul><ul><ul><li>Learn how to ask the right questions. </li></ul></ul><ul><ul><li>“ Ninety percent of the task of a top manager is to ask useful questions. Finding the right answer is easy…but asking good question is the most critical skill”. </li></ul></ul>
  10. 10. III Organize your Analysis <ul><li>Review notes of Issues, Problems, Important facts </li></ul><ul><li>Isolate those into groups if possible </li></ul><ul><li>Create visual diagram: everything on one page if possible </li></ul><ul><li>Re-read the case again; knowing those issues you previously identified </li></ul>
  11. 11. IV Analyze & Recommendations <ul><li>Sort out Relevant Facts for each Issue or Theme </li></ul><ul><li>Do Qualitative and Quantitative Analysis as appropriate </li></ul><ul><li>Consider Alternatives, Choices, Options </li></ul><ul><li>Make a set of Recommendations </li></ul><ul><ul><li>Provide supporting evidence </li></ul></ul><ul><ul><li>Should be persuasive </li></ul></ul>
  12. 12. B Class Discussions <ul><li>Various students present important facts of the case and identify themes, issues, problems </li></ul><ul><li>Instructor facilitates discussion, keeping the group on track; asks for other opinions from group </li></ul><ul><li>Students should debate each others perspectives on each of the issues </li></ul>
  13. 13. Class Discussion: Problem ID <ul><li>Students or Instructor may list important themes on board </li></ul><ul><li>Instructor and students debate the advantages and disadvantages of the decision choices </li></ul><ul><li>May lead to a class agreement, or may not… its not important. </li></ul><ul><li>What is important is the process of evaluation, considerations, discovering the real problems! </li></ul>
  14. 14. Goals: <ul><li>Students identify real issues </li></ul><ul><li>Students conduct real analysis </li></ul><ul><li>Students identify potential solutions </li></ul><ul><li>Students make decisions </li></ul><ul><li>Students take risks </li></ul><ul><li>Students persuade others </li></ul>
  15. 15. A Note on Commitment & Participation <ul><li>The only person who does not have to make a decision about the case is the instructor. </li></ul><ul><li>All students should be expected to have a plan of action for the protagonist in the case to ensure that they maximize their learning and can participate actively and effectively in the class </li></ul>
  16. 16. Outcomes: <ul><li>Conclusion </li></ul><ul><ul><li>Instructor may offer a real world update, if available, appropriate </li></ul></ul><ul><ul><li>Class may chose a single solution as a group decision or different ones. </li></ul></ul><ul><ul><li>Class will understand why they chose their solution and how they arrived at that solution </li></ul></ul>
  17. 17. Final thoughts… <ul><li>Risk Taking </li></ul><ul><ul><li>Creates a commitment </li></ul></ul><ul><ul><li>Can not remain silent, on the “sidelines” </li></ul></ul><ul><ul><li>Makes you involved </li></ul></ul><ul><ul><li>We learn from our behaviors not thoughts. </li></ul></ul>
  18. 18. *****Break***** Next: Nike Business Class Travel
  19. 19. A case analysis example… <ul><li>Nike (B) </li></ul><ul><li>A very short Business Case </li></ul><ul><ul><li>Part of a larger Organizational Behavior Case </li></ul></ul><ul><ul><li>A chance for us to learn the process of case analysis together </li></ul></ul><ul><li>Business Travel: something all IB students should be familiar with </li></ul>
  20. 20. Nike (B): Business Travel <ul><li>I General Preview </li></ul><ul><ul><li>Get an understanding of the case and its Topic </li></ul></ul><ul><ul><li>Read Introduction and Conclusion Carefully </li></ul></ul><ul><ul><li>Scan each Paragraph; pay attention to the first sentence. </li></ul></ul><ul><ul><li>Note what you think the case is about </li></ul></ul>
  21. 21. Detailed Read: Think as if you were the manager <ul><li>Read each paragraph carefully in the presented order </li></ul><ul><li>Make notes of important numbers or issues or themes </li></ul><ul><li>Attempt to find the basic problems that the managers face… </li></ul><ul><li>Who is the protagonist? </li></ul>
  22. 22. How to get the most out of the process… <ul><li>Prepare </li></ul><ul><li>Discuss the cases with others beforehand </li></ul><ul><li>Participate </li></ul><ul><li>Share your related experience </li></ul><ul><li>Constantly relate the topic to your business/studies </li></ul><ul><li>Actively apply what you are learning to your own specific work situations, past and future. </li></ul><ul><li>Note what clicks (works) </li></ul><ul><li>Mix it up (learn with many others) </li></ul><ul><li>Try to understand & improve your own style. </li></ul>
  23. 23. Coach anyone?
  24. 24. Business Class Travel (A380)…
  25. 25. Break …(B757, 2/2010)
  26. 26. Nike (B): Discussion Questions <ul><li>What should Nike’s air travel policy be? </li></ul><ul><li>What is Nike’s Policy Now? </li></ul><ul><li>What is a policy? </li></ul><ul><li>What is the middle manager’s role in the policy formulation and implementation? </li></ul>
  27. 27. Tips for Organizing your Thoughts <ul><li>Understand Main Problem </li></ul><ul><li>Identify the Protagonist or Main Actor </li></ul><ul><ul><li>[Do financial/numerical analysis if necessary] </li></ul></ul><ul><li>Create Choices: Alternatives, Options </li></ul><ul><li>Make a set of recommendations </li></ul><ul><ul><li>With supporting evidence </li></ul></ul><ul><ul><li>What should they do? </li></ul></ul><ul><li>Collaborate with your neighbor (mix it up) </li></ul>
  28. 28. … analysis <ul><ul><li>Discuss the Nike (B) case (Collaborate!) </li></ul></ul><ul><ul><li>Debate your responses to the Main Issue and your suggestions for a solution. </li></ul></ul>
  29. 29. What should Nike’s air travel policy be? <ul><li>Employees should use own Judgment? </li></ul><ul><li>Employee’s Judgment with approval of supervisor? </li></ul><ul><li>Employee may upgrade to Business Class on overseas flights? </li></ul><ul><li>Coach travel only permitted? </li></ul>
  30. 30. What is Nike’s Policy Now? <ul><li>What is a “Policy”? </li></ul><ul><li>What is written: </li></ul><ul><ul><li>Should arrange trips through secretary. Every effort should be extended to take advantage of special rates offered by airlines…p.2 </li></ul></ul><ul><li>What is commonly understood? </li></ul><ul><ul><li>Managers did report a common misunderstanding…p.2 </li></ul></ul><ul><li>What role does the Middle Manager have regarding policy? </li></ul><ul><li>How is policy implemented? </li></ul><ul><li>Why is creating a formal policy difficult? </li></ul>
  31. 32. “ Spend the companies money like it was your own” Like Ted described as the “Old Days”

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