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Manizales case writing workshop 3 2014 final clean


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Manizales case writing workshop 3 2014 final clean

  1. 1. Approaches to Writing and Teaching an Entrepreneurship Case Prof. Candida Brush Franklin W. Olin Chair- Entrepreneurship Chair – Entrepreneurship Babson College Manizales, Colombia March 14, 2014 Babson Executive Education
  2. 2. Agenda A. What is a Case? B. Writing a Case C. Case about a Case E. Final Thoughts about Case-Writing Babson Executive Education
  3. 3. What Is A Case? What a case IS…  A case is a story of a real life situation  A metaphor for larger, more general business problem  Allows students a chance to grapple with a real world decision What a case is NOT • Not a piece of research • Should not be written with an agenda (i.e. let’s see what we can find out about how company X develops its software) • More than a “description” of a situation or company Babson Executive Education
  4. 4. Cases? • Democratic versus patriarchal as in lecture method • Entrepreneurship is not an exact science • There is often no single right answer to a business problem • Experiential for the students – Student learn more effectively when actively involved in the learning process. – Cases help to sharpen analytical skills, must use quantitative and qualitative evidence to support your recommendations. • Art and skill for the professor • Allows for the integration of multiple disciplines Babson Executive Education
  5. 5. Using Cases • How do you use cases? • What are challenges you have in using cases? Babson Executive Education
  6. 6. What is a GOOD Case? A good story Engaging characters, dialogue Relevant to the student lives Involve decisions that must be made by the characters and students. Require some analysisBabson Executive Education
  7. 7. Why a Case? • Replace dated materials • New entrepreneurial skills, knowledge • New business sector, industry – e-commerce, global start-up, social new venture) • Address current economic/trade, regulatory, social, technology, environmental issues • Increase diversity of protagonists – family, female, immigrant • New forms organizations – angel groups, strategic alliances Babson Executive Education
  8. 8. Case Formats Delivery Paper/Electronic Wiki Video Slide Structure Platform Note Series Comparison Mini Babson Executive Education
  9. 9. Types of Entrepreneurship Cases 2 DECISION-MAKING CASE 1 OPPORTUNITY-CREATING CASE 3 IMPLEMENTATION/SCRIPTING CASE Babson Executive Education
  10. 10. 1. The Opportunity- Creating Case This form of case is heavily influenced by the work of Dr. Saras Sarasvathy and her entrepreneurship theory of Effectuation. For a comprehensive description see: Sarasvathy, S. D. (2008). Effectuation: Elements of Entrepreneurial Expertise. Northampton, MA: Elgar. Who am I? What do I know? Whom do I know? What do I do? What do I do NEXT? Babson Executive Education
  11. 11. 2. The Decision Making Case Opportunity Resources Team Creativity Leadership Communication Business Plan Fits and gaps Founder The Timmons Model J. Timmons & S. Spinelli (2009) New Venture Creation - Opportunity is present - Goal directed behavior - Options driven - Business plan driven - Critical decision point - Need to avoid failure - Go or no go? Babson Executive Education
  12. 12. 2. Decision-Making Versus Opportunity-Creating Large amounts of information analyzed to narrow down options, evaluate, and make decisions. Every input (actions, information, resources) expands the possible opportunities available. Decision-Making Cases Opportunity-Creating Cases ManagerialAnalysis EntrepreneurialThinking Source: Heidi Neck, 2009 Babson Executive Education
  13. 13. 3. The Implementation/ Scripting Case This case model is based upon the case format and approach developed by Mary C. Gentile Ph.D, for the Giving Voice to Values curriculum (  Protagonist has already decided what to do  He/she needs to get it done… • Create scripts • Build action plan What is the protagonist position? What’s at stake for all involved? What are the objections (reasons & rationalizations)? …what is the most persuasive response? What additional information is needed? What are the next steps? Babson Executive Education
  14. 14. Three Case Study Approaches Case Study Approaches 1.Opportunity- Creating 2.Implementation/ Scripting 3.Decision Making Focal Questions Who is entrepreneur? What does the entrepreneur know? Whom does the entrepreneur know? What does the entrepreneur say? How can the entrepreneur get it done? What information is needed? What’s the problem or opportunity? What are the options? What’s the best decision? Approach Effectuation Persuasion Causation Teaching Objective Engage students in the process of creating Engage students in the process of scripting and action planning Engage students in the process of managerial decision making? Best for… Discussing the emergent side of entrepreneurship Working through challenging situations at startup and beyond Using or demonstrating analytical tools for analysis Length Short/Medium/Long Short Long Babson Executive Education
  15. 15. ICO Inc. Tour July 18, 2012 Babson Executive Education
  16. 16. Parasite-resistant parents spawn eggs & sperm Oysters are sequentially hermaphroditic (switch genders) External fertilization observed under the microscope Brood Stock – Fertilization Babson Executive Education
  17. 17. 4 larval tanks each hold 1 million oysters Filters of different micron sizes help determine density and growth Shore Gregory, VP of Business Development, explains the hatchery and oyster life stage process Babson Executive Education
  18. 18. The Maritime School leases dock space to ICO for the larger upwellers. Density checks and cleaning takes place every day. Lower right photo = oyster wasteBabson Executive Education
  19. 19. Town of Duxbury leases 65 of 10,000 acres to oyster farmers Land otherwise considered barren Oysters moved to floating nursery Babson Executive Education
  20. 20. Babson Executive Education
  21. 21. First Steps to Create Interview Protocol What information do the students need? What are my teaching objectives? Babson Executive Education
  22. 22. A Case about Writing a Case – Reflect on the video. – Read the handouts – Discuss in teams: • What might be issues for a case about Island Creek Oysters? • What type of case might this be? • What might be a learning objective/framework for a case? • List 4-6 questions you would ask in the initial interview with the founder. Babson Executive Education
  23. 23. Interview Plan Chronological Talking Points Island Creek Oysters Plan for the Session: Introduction to us- our background Babson College information packets Purpose and Process Why a case, how it is used what students gain from it Process of case-writing- number of interviews (3 approx), timetable (by Aug), draft case, releases Structure of the Interview Session #1 Background parents, education, experience, departure point, motivation to launch, early growth, first employees, resources Products/services, customers, brand Business model, operations, culture Key decision points doubts, challenges, what went wrong Growth and future plans Plan for next Interview, timetable going forward Babson Executive Education
  24. 24. Typical Case Outline Opening Drama Entrepreneur(s) The Idea Opportunity recognition Convergence of Factors Primary Challenges Team Funding IP & Technology Scaling Competitive environment Summary Drama Questions Exhibits/Appendices Issues embedded in a chronological, journalistic storyline Babson Executive Education
  25. 25. Skip Bennett Case Structure •Setup •Introduce Case Protagonist Opening •Early foundations •Education •Early stakeholder connections •Licensing opportunities Entrepreneur Biography •Initial resources •Costs and finances •Learning by doing •Surprises •More stakeholder connections Action & Opportunity Biography What Should Skip do Next? ? Bird-in-Hand Principle Crazy Quilt Principle Crazy Quilt Principle Affordable Loss Principle Lemonade Principle Babson Executive Education
  26. 26. Island Creek Oysters (B) Case Structure • Dilemma –oysters are dying • Introduce Case • Leadership Team Opening •Early foundations •Market success and strategy •The industry •Business model •Social Responsibility Company Background •Economic consequences of the situation •Costs and finances •Possible choices Dilemma and Options What Should ICO do Next? ? Business model analysis Options for changing business model Risks/costs to strategy Babson Executive Education
  27. 27. • Synopsis of case • Goals and objectives of case – Main issues – Relevant courses where case applied, placement in course – Relevant readings: to assign or for background • Assignment questions • Pedagogy – A plan for leading the discussion, timing & flow – Teaching suggestions – Additional background readings, theory/framework – Board plan – Key points to emphasize The Teaching Note Babson Executive Education
  28. 28. Process of Case Writing • Selection – Sources, criteria • Preparation – Background research, timetable, objectives, the interview guide • Engagement – Liaison, expectations, questions Babson Executive Education
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  30. 30. Final Thoughts on Case-Writing • Case opportunity = person/company + need in curriculum • Create teaching note outline first- concept & framework, identified • Have two or three key objectives in mind, what theory/principles are relevant • Be clear about expectations up front • Listen for surprises—can add interest • “Show” rather than “tell” • Quotes are critical • Tell an interesting story, make it enjoyable to read, help the student experience the situation Babson Executive Education
  31. 31. END Part I Babson Executive Education