This document discusses case studies and provides tips for creating effective case studies. It defines what a case study is and different types of case studies. It also outlines a common case study format with sections on context, strategies, challenges, and outcomes. Finally, it provides eight tips for writing case studies, such as writing about a relatable customer, telling the story from start to finish with real numbers, appealing to different learning styles, and making case studies easy to find.

1. (A way to communicate and learn from
“Internationalization” Experiences)
Case Studies
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3. definition
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1. a process or record of research into the development of a
particular person, group, or situation over a period of time.
 "the case study was undertaken over a period of two months
through a series of visits to the school"
2. a particular instance of something used or analysed in order
to illustrate a thesis or principle.
 "airline deregulation provides a case study of the effects of
the internal market"

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 A case study is about a person, group, or situation that has
been studied over time. If the case study, for instance, is
about a group, it describes the behavior of the group as a
whole, not the behavior of each individual in the group.
 Case studies can be produced by following a
formal research method. These case studies are likely to
appear in formal research venues, as journals and professional
conferences, rather than popular works. The resulting body
of 'case study research' has long had a prominent place in
many disciplines and professions, ranging from psychology,
anthropology, sociology, and political science to education,
clinical science, social work, and administrative science

5. Types of case study include the
following:
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 Illustrative case studies. These are primarily descriptive
studies. They typically utilize one or two instances of an event
to show the existing situation. Illustrative case studies serve
primarily to make the unfamiliar familiar and to give readers
a common language about the topic in question.
 Exploratory (or pilot) case studies. These are
condensed case studies performed before implementing a
large scale investigation. Their basic function is to help
identify questions and select types of measurement prior to
the main investigation. The primary pitfall of this type of
study is that initial findings may seem convincing enough to
be released prematurely as conclusions.

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 Cumulative case studies. These serve to aggregate
information from several sites collected at different times.
The idea behind these studies is the collection of past studies
will allow for greater generalization without additional cost
or time being expended on new, possibly repetitive studies.
 Critical instance case studies. These examine one or
more sites for either the purpose of examining a situation of
unique interest with little to no interest in generalization, or
to call into question or challenge a highly generalized or
universal assertion. This method is useful for answering cause
and effect questions.

7. Case Study Format:
Internationalizing Extension
1. Context: Background
information, climate,
concerns, issues
2. Strategies Described:
approaches taken,
agencies and actors
involved
3. Challenges: concerns
that emerged, various
perspectives
4. Outcomes:
accomplishments, changes,
lessons learned
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8. 1. Context
 Information about the
organizational and
environmental setting
 Climate of the
organization or setting
 History or conditions
influencing the
situation
 Current concerns or
issues
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9. 2. Strategies Described
 Facts about the case—
narrative that
describes what
innovations were
introduced
 Actors involved
 Strategies tried
 Goals or outcomes
expected
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10. 3. Challenges Encountered
 Challenges that emerged
 Perspectives of various
actors
 Decisions taken
 Actions or changes made
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11. 4. Outcomes
 Results of changes
taken or practices
continued
 Analysis of post-
intervention situation
 Accomplishments or
outcomes
 Lessons learned
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12. Use of a case study
 Read the written case
study
 Analyze the strategies and
resulting outcomes—
what happened and why?
 Discuss what could have
been done to further
enhance
outcomes, how could
this experience be
adapted/replicated
•Highlight principles
or lessons learned
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13. Tips For Creating a Great Case Study
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 Case studies are a great way to tell the world how
valuable your products or services are.
 They go beyond simple testimonials by showing real-
life examples of how you were able to satisfy your
customer’s needs and help them accomplish their
goals.
 With great case studies, you will be able to highlight
your successes in a way that will make your ideal
potential customer become your customer.
 The following are some tips on how to make your case
studies a powerful asset in soliciting business.

14. 1. Write About Someone Your Ideal
Customer Can Relate To
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Do you know who your ideal customer is? If it’s
someone in the education industry, then make your
case studies about your university customers. If it’s
someone in the automobile industry, then make your
case studies about auto parts and accessories
manufacturers.
The goal is to ensure that once your ideal customer has
read your case studies, they will feel:
 You are comfortable in their industry.
 You know their industry’s specific needs.
 You know how to give their industry targeted results.

15. 2. Tell the Story from Start to Finish
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People enjoy reading a story. A great case study will
allow someone to really get to know the customer in
the case study including:
 Who is the sample customer and what do they do?
 What were the customer’s goals?
 What were the customer’s needs?
 How did you satisfy those needs and help the customer
meet their goals?

16. 3. Provide Easy to Read Formatting
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No one really likes to read one huge chunk of text, no matter
how interesting and informative it might be. Be sure to use
good content formatting elements like you would with
articles, blog posts, and copywriting on your website
including:
 Headers
 Images
 Bulleted lists
 Bolded & italicized text

17. 4. Include Real Numbers
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 Have you ever read case studies where a business
states that they “doubled traffic” for the customer in
their case study and wondered if that meant they went
from 100 to 200 visits or 10,000 to 20,000 visits?
 Certain ways of displaying numbers can have an
ambiguous meaning. You will want your case study to
be as clear as day.
 So instead of just saying you doubled their traffic,
show them real numbers and (if possible) real proof.

18. 5. Talk Specific Strategy
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 So you doubled a website’s traffic or sales, right? How
did you do it? This is where you sell your products or
services simply by saying which ones you used and
how they led to the desired result.
 You shouldn’t just say “our online marketing services
led to these results.” Instead, you should say “it was a
combination of a three-month dedicated social media
campaign focusing on Facebook & YouTube and five
months of link building that led to an increase in
rankings plus brand exposure that led to these results.”

19. 6. Try Different Formats
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 While people like stories, case studies do not have to
be fit into story form every time. You could try
different types of case studies, such as an interview
format where you have your clients answer the same
questions mentioned earlier about what they do, their
needs, their goals, and how you met them.
 Quoting your customer in their own words will
make the case study even more relatable to your
ideal customer than you telling the story.

20. 7. Appeal to Different Types of Learners
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While some people enjoy reading, others may prefer
audio, video, or visual representation of your case
study. So consider taking your text-based case studies
and re-purposing the content as:
 A podcast
 A YouTube video
 Or even an infographic (such as the one below)

21. 8. Make Them Easy to Find
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 What’s the point of having great case studies if no one
will ever read them? Be sure that your case studies are
organized and easy to find

22. Thank you
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