The Case Study Method: An Introduction

By

Michael McDermottThe Case Study Method: An IntroductionThe Case Study Method2What is it?

Why use it?

How do I become accomplished at it?

Where can I practice it?

What is it?

The Case Study Method4For a student this involves three parts:

Processing: Performing the analysis

Preparing: putting together the presentation

Presenting: Delivering the presentation

ProcessingThis is not just reading the case;Nor is it simply getting a highlighter pen;It demands that you look at each sentence, each exhibit and see to draw out assumptions, inferences, facts;This takes time!Ideally, I like to go through the case and use Excel to take notes, record thoughts, pose questions.

How long does it take to undertake this process? 6Obviously it depends on the lengthA 500-word article may take an hourA 20 page case study may take 4-8 hoursPractice makes perfectHow do I Perform The Case Study Method?7Assume that the author has included each sentence for a good reason. So make sure you consider the implications of such

What assumptions or conclusions can you make when you read a sentence?

How do I Perform The Case Study Method?8You need to consider the importance of all aspects of the case study:The textThe tablesThe exhibitsThe figuresPreparingA presentation that adopts a standard formula in terms of structure is not idealHowever having said that there are some structural issues that need to be adhered to a PEST at the end is wrong; a SWOT before PEST and Internal analysis is in the wrong sequence

The higher the quality of processing, the easier it is to prepare the presentationPreparing: my adviceIdentify what you consider to the key question that needs to be addressed in the caseThen identify some secondary questions and structure them in a manner that is logically consistent and which develops a good flowDo not overwhelm the listener or reader with a very large number of questions that do not appear to have a clear flow;Answering each secondary question as you go along should make sure the argument developed is robustProvide clear conclusions

Presenting your analysis in PPtDos DontsAdd valueSimply provide a summary

Facilitate comparisons Make such impossible

Tables workRely on excessive amounts of text

Focus on presenting your analysis on each slideFall in love with charts that look good but fail to hammer home the key finding

This Class vs OthersThis ClassThe presentation should not require commentary your PPt in the business world may only be read by others

Often presenters best-points are not made in the PPt! Avoid that mistakeOther classes (as described by students)The PPt is simply an aide-memoireAssess based mainly if not exclusively upon the oral presentationWhat is the Case Study Method?13A case study is a description of a companys evolving performance

The authors presentation is descriptive

The students presentation must be analyticalWhat is the Case Study Method14Action LearningProblem solvingAnalysis is based ONLY on the material in the case itselfDo not undertake any additional researchMore often than not the case provides subtle clues be sensitive to such

Why Use the Case Study Method?15The emphasis is upon developing life-long skills

Its like riding a bicycle

Once you can do it, you have it for lifeThe Case Study Method16The case study is full of evidence

The aim is to analyze this evidence and present a coherent evaluation of the companys decisions and actions

And to provide logical recommendations that would enhance the competitiveness of the businessWhy Use the Case Study Method?17The skills gained are precisely what businesses and organizations need and value

Trust me such skills are extremely rare

Even in many ostensibly successful businesses, the lack of such skills is alarmingWhen and Where Can I Practice the key skills?18In class, you are provided with written case studies

However, every day you are exposed to a number of case studiesWhen and Where Can I Practice the key skills?19When you go to a restaurant you are going to leave having performed case study analysis?

You will have formed a clear opinion of that supplier

Based upon your experience you have analyzed all aspects of the supplier in terms of your customer experienceWhen and Where Can I Practice the key skills?20When you are reading the business section of the newspaper, you can be more reflective and conduct your own analysis of the company based upon what you have readWhen and Where Can I Practice the key skills?21In short, everywhere

This class is seeking to develop a new or improved mindset

One in which you see the world through a new lensWhen and Where Can I Practice the key skills?22So open your eyes!

Consider all those businesses that you deal with or observe

Which ones are on the right tracks strategically?

Which ones do you think are out of synch?Common Reactions23This is newThis is differentThis is difficult

All the above are trueCommon Reactions24I need direction

But you are seeking to develop rare skills

This is not strategy by numbersThe RealityIts Like Golf25Many of us play golf

Playing regularly will improve us

Many may become average players

But very few become exceptionalPresenting The Case StudyCommon Failings27The most common failings at first are:

Failure to identify any issue(s)Present a condensed, descriptive overview of the case studyUse text only and demand too much from the audience/readerOr put together endless graphs and bar charts that are attractive, but offer no analysisFocus on manifestations of problems rather than their causesFailure to provide any analysisFocus upon tactical issues as opposed to startegic

Common Failings28In every slide you need to provide added value

That means helping the reader/audience by offering analysis

Slides that only summarize the case study are worthlessPresenting The Case Study29In terms of presentations help your reader/audience

Use Tables to facilitate comparisons

Use Tables to show clearly the impact of issues

Avoid relying only on text

Example of Using TableFactorVariableImpact on CompanyImpact of Issue (1-5)PoliticalBan on imports from AsiaOpportunity5EconomicWeak US $Threat5Social TechnologicalWeb 2.0 applicationsThreat330Example of Using TableCompany ACompany BCompany CFoundedDomestic PresenceLocation of international operationsGeneric strategyTarget marketMarket share31The Case Study Method32Make use of standard tools of strategic analysis, but do not allow them to result in a rigid approach to problem solving

Be creative in use of Tables, Figures etc

The Case Study Method33Above all, you must avoid simply regurgitating the case study

This is the key challenge to overcome

The Case Study Method34Above all, you must avoid simply regurgitating the case study

This is the key challenge to overcome

The Case Study Method35Above all, you must avoid simply regurgitating the case study

This is the key challenge to overcome

The Case Study Method36Any Questions?