Case Analysis An Approach

What is a Case? za representation of reality za construct or model or framework za narrow slice of complexity to illustrate a concept and/or provide an opportunity to exercise creative problem solving skills and critical thinking skills

What is Analysis? zDefinition yA detailed examination of something in order to interpret or explain it.* *Concise Oxford Dictionary, 11th Edition, 2004, Oxford University Press

Analysis Def’n, cont’d zAnalysis adds meaning zAnalysis increases understanding zAnalysis does NOT merely re-state existing facts

Analysis Summary zA systematic approach to problem solving. Complex problems are made simpler by separating them into more understandable elements. This involves identification of purpose and facts, the statement of defensible assumptions and the formation of conclusions.

Why Case Analysis?* zCase analysis requires the student to: ypractice managerial skills xdiagnosing, making decisions, observing, listening, and persuading yrelate analysis and action and to develop realistic and concrete action plans yconfront the intractability of reality ydevelop a general managerial point of view *from C.C. Lundberg and C. Enz, 1993, A framework for student case preparation, Case Research Journal 13 (summer)

Why Case Analysis?* zhelp us to learn how to apply theory to real situations zhelp us learn how to solve real problems *E.G. Wertheim, Northeastern University, A Model for Case Analysis and Problem Solving

Preparing a Case Analysis zunderstand the situation and case information zdefine the problem (write a problem statement) zanalyze data to determine causes, identify gaps zgenerate alternative solutions zdevelop decision criteria zselect preferred alternative zdevelop action/implementation plan

Case Analysis Tips zUnderstand the situation yread the case at least twice ythe footnotes often contain the best information ylooking to understand the issues and the environment (internal and external) affecting the case

Case Analysis Tips, cont’d zThe Problem Statement yMost important element of the case analysis yMost difficult to do yCommon Flaws xthe problem statement implies the solution xstating problem in personal terms, not situational terms

Problem Statement (cont’d) zNeed to complete a Situational Analysis - “SWOT” before identifying the main problem zProblem – (Big Picture) zSymptom – Observable indications that a problem may be present

Case Analysis Tips, cont’d zAnalyze Data ywhat do you know, what are gaps zGenerate Alternatives ythink about constraints, resources, strengths, weaknesses zDecision Criteria yhow will you decide?

“Alternatives Worksheet” zAlternatives are linked to SWOT zHow does alternative solve “The Problem Statement”

Case Analysis Tips, cont’d zSelect Preferred Alternative (recommendation) ydoes this alternative specifically solve the problem and achieve your objectives ydoes the recommendation build on strengths and take advantage of opportunities ydoes the recommendation counter threats and weaknesses zDevelop Action/Implementation Plan yconsider culture, resources, cost, benefit

Case Write-up zExecutive Summary zBackground yhistory, products, structure, etc zSituation Analysis, inc. assumptions zProblem Statement zAlternatives Discussion zRecommendation, inc. decision criteria zImplementation

Case Write-up Tip A good case write-up is NOT a re-statement of the case material